The opposite of small-scale micromarketing is large-scale macromarketing.
These two different approaches are often used in comparison to each other, but marketing strategies
can use both at the same time to achieve a wide range of effects.
To help you understand some of the differences between these approaches, take a look at the pros and
cons of each.
Pros of micromarketing
It allows you to identify specific europe cell phone number list objectives to generate engagement .
Build trust and authority in your brand.
It helps you better understand the needs of specific audiences.
It is more profitable than large marketing campaigns.
Cons of micromarketing
It requires a huge investment foster relationships and collaboration of time and commitment.
Adds complexity by having subgroups that need specific messages.
You need market research and extra development of Buyer Personas .
Pros of macromarketing
Maximize your reach.
It requires less time to create messages and content.
It focuses on general marketing policies that can be reused.
Disadvantages of macromarketing
It can get expensive mobile numbers quickly (think sponsorship costs, airtime prices, etc.).
Risky associations with impersonal or indifferent marketing.
Highly competitive space.
The importance of micromarketing for companies
With all the pros and cons laid out, you can see how micromarketing can be a valuable endeavor for many businesses.
Companies that lack extensive resources or budgets, sell in a competitive industry, or want to establish personal connections with customers can benefit from a micromarketing strategy.
As mentioned above, a micromarketing strategy will take considerable time, as each specific niche group you create to target will need customized content, messaging, and resources to effectively market to it on a small scale.
However, the rewards in time and effort are considerable.
Brands that don’t want to pay millions for airtime or endorsements from influencers or celebrities can influence their customer base with the personalized approach that micromarketing creates.
Taking a personalized approach means using user data alongside market research to understand the details of behaviors and patterns across your consumer base.
Having the right tools to monitor your customer data in order to reach the right conclusions is an important step to take before building a micromarketing strategy.
How to build a successful micromarketing strategy? micromarketing-vs-macromarketing
Take a look at these steps you need to take to create your own micromarketing strategy.
Step 1: Buyer Persona
The first and most important step to a successful micromarketing campaign is to understand your buyer personas.
After all, if you’re going to connect with them on a meaningful, personal level, you need to know who they are.
You must have a buyer persona that represents your ideal client in each of your audiences.
Taking those buyer personas and developing them further into niche buyer personas will help you understand the behavior, demographics, interests, and ways of being of the niche market you want to target.
Step 2: Plan the campaign details micromarketing-vs-macromarketing
Once you have identified the buyer personas you want to target with your micromarketing campaign, you need to understand the best ways to reach them and with what content, in order to develop better messages that bring results.
There are many ways to reach out to your audience, including:
- ads (social, podcast , radio, etc.);
- social networks ;
- video;
- E-mail;
- Content offers.
Each of your audiences will have different responses to approaches across different touchpoints in your campaigns, so it’s a good idea to make sure you have those responses already mapped to buyer personas to get the results you’re looking for.
Step 3: Implement and analyze the campaign micromarketing-vs-macromarketing
Once you have determined the steps of your campaign, it is time to implement them.
If you are running your first micromarketing campaign, make sure you are tracking the results and have everything prepared to understand which areas did not achieve the desired results.
Micromarketing requires you to understand your audiences and plan messages that will resonate with them in meaningful ways.
If you miss the mark even slightly, you risk losing your chances for personal connection and the bottom line of increased sales .
Analyzing your results and making a plan to improve is the best way to approach each campaign.
Micromarketing is an ongoing effort and taking the time to see what worked and what didn’t will help you successfully plan more campaigns in the future.
Examples of micromarketing micromarketing-vs-macromarketing
Micromarketing is not just a strategy employed by companies that do not want to spend a lot on advertising and campaigns, normally required in macromarketing efforts.
In fact, the best brands use micromarketing to connect and sell to specific niches of their audiences.
Here are some examples:
Coke
The winning Share a Coke campaign began in Australia in 2014 and soon spread across the world.
By replacing the “Coca-Cola” label on its bottles with individual common names in each country, Coca-Cola was able to connect with local regions and encouraged people to buy the product to try and find their own name.
Uber micromarketing-vs-macromarketing
As ride-sharing giant Uber began expanding into different states, it used specific location data and common traffic issues encountered in different cities to create targeted campaigns that addressed those concerns and offered its services as a solution.
Not only did this have great results, but it felt like the company was addressing community needs on a geographic level.
Red Bull micromarketing-vs-macromarketing
As an energy drink, Red Bull had many different audiences it could target.
However, by concentrating marketing and sponsorship money on extreme sports, Red Bull was able to target a specific group of young men, but also made a name for itself as a sponsor of extreme events.
Because of this, the brand has become a household name associated with sporting events.