Micromarketing Write For Us: Micromarketing was first mentioned in the UK marketing press in November 1988 in connection with the application of geodemography to consumer marketing. The topic of micromarketing was developed further in a February 1990 article, which focused on understanding local markets and personalizing messages to individual consumers in the context of direct marketing. Micromarketing has become a reference to marketing strategies that adapt in various ways to local markets, to different market segments, or to individual customers.
Micromarketing is a marketing strategy in which marketing and/or advertising efforts are focused on a small, narrowly targeted group of consumers. For example, markets can be grouped into small groups based on a commitment to a product category or willingness to buy a particular brand. The approach forces a company to define very narrow market segments and tailor offers or campaigns for that segment. While the approach may be more expensive due to customization and difficulties in achieving economies of scale, advancements in technology have made it easier to deliver highly personalized products to small groups or even individual customers. Nike ID and Shoes of Prey are often cited as practical examples of this approach. It should be obvious that micromarketing is closely related to the concept of mass personalization.
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