Micro Marketing: Concepts and Cases

"Micromarketing", takes into cognizance the growing, observable fact that today’s customers distinguish themselves as having unique desires and interests and they demand that businesses understand and meet those personal needs. To satisfy these customers, major marketers must swing from casting a wide marketing net over a vast crowd to selling to millions of individual customers. This shift from mass to micro marketing presents both opportunities and challenges to market researchers. In their efforts to market on a one-to-one basis, market-driven companies must quickly make the move from creative, right-brain strategies to analytical, left-brain strategies. One such right brain strategy is product placement. Thanks to a growing use of personal video recorders and larger placement deals, marketers move from traditional advertising to alternative media. Due to TV reality shows etc, the explosion of reality TV programs has played a big role in product placement growth in TV, according to PQ Media. The success of such shows as Survivor and The Apprentice proves the value of product placement as an additional component to the declining popularity of the 30-second spot, the report states. If done correctly, product placement gets consumers thinking about trying new products. Like the product placement strategy for making consumers sit up and notice your product, this book on Micro marketing – Concepts and Cases, attempts to explore other right brain strategies as well. The key to effective advertising and promotions is a seamless communication/message. There should not be a discordant note anywhere. This is difficult to achieve and is a challenge to Organizations worldwide. It is about synchronizing the business context, the customer context, the internal context, and the external context pertinent to a particular Company/Organization.