Micromarketing Jonathan Poland

Micromarketing is a marketing strategy that involves targeting a small, highly specific group of customers with tailored products, prices, and promotions. This approach is often used by small businesses that have limited resources and need to make the most of their marketing efforts. By focusing on a small, highly targeted group of customers, these businesses can more effectively reach and engage with their target market, even if they have limited resources.

Micromarketing is also sometimes used by larger firms that want to develop fine segments within their customer base. For example, a large company might use micromarketing to target a specific subset of its customer base, such as young professionals in a particular city, with tailored products and promotions. This allows the company to better understand the needs and preferences of this segment and to develop marketing efforts that are more likely to be successful with this group.

There are several ways that businesses can use micromarketing to reach their target market. For example, they can:

  1. Use personalization: By using personalization techniques such as customized emails, targeted ads, and personalized product recommendations, businesses can create a more personalized experience for their customers and better meet their needs.
  2. Use local marketing: By focusing on local marketing efforts, such as local ads, in-store promotions, and community events, businesses can more effectively reach and engage with customers in specific geographic areas.
  3. Use social media marketing: By using social media platforms such as Facebook, Instagram, and Twitter, businesses can target specific groups of customers with tailored messages and promotions.

Overall, micromarketing is a useful marketing strategy for businesses that want to reach a small, highly targeted group of customers with tailored products, prices, and promotions. By focusing on a specific segment of their customer base, businesses can more effectively reach and engage with their target market and drive sales. The following are common types of micro-marketing.

A business that markets to people in a particular city or neighborhood.

Marketing to people you know. For example, a consultant may market services to professional contacts established over the course a career.

Job Title
It is common for business-to-business sales to target a specific job title such as CIO or CMO.

Selling to businesses in a particular industry. For example, an insurance company that designs a product for commercial fishing boats.

Targeting firms of a particular size. For example, an large business software package may only be affordable to a few hundred firms in each region.

Customer Needs
Offering products and services to customers with unique needs. For example, an insurance product for extreme sports enthusiasts.

Brand Loyalty
Targeting the loyal fans of a particular brand, product or service with special offers.

Customer Recovery
Attempting to win back unhappy or lost customers with special offers.

Price Sensitivity
Targeting customers who are unusually insensitive or sensitive to price. For example, a cutting edge solar panel system may seek out customers with an unusual enthusiasm for solar panels and a healthy budget.

Learn More
Risk Capacity Jonathan Poland

Risk Capacity

Risk capacity is the maximum level of risk that an organization or individual is able to withstand in order to…

Fiduciary Duty Jonathan Poland

Fiduciary Duty

Fiduciary duty refers to the legal obligation of one party to act in the best interests of another party. This…

The Lobbying Process 150 150 Jonathan Poland

The Lobbying Process

Lobbying the government involves a series of steps to effectively communicate your message, build relationships with decision-makers, and influence public…

Analysis Paralysis Jonathan Poland

Analysis Paralysis

Analysis paralysis, also known as “paralysis by analysis,” is a phenomenon that occurs when individuals or groups become so focused…

What is the Snob Effect? Jonathan Poland

What is the Snob Effect?

The snob effect refers to the phenomenon of a brand losing its prestige and exclusivity as it becomes more widely…

Market Forces Jonathan Poland

Market Forces

The interaction that shapes a market economy. Market forces are the factors that determine the supply and demand for a…

Customer Service Principles Jonathan Poland

Customer Service Principles

Customer service principles are guidelines that an organization follows to shape its service strategy, policies, procedures, measurement, and culture. These…

Relationship Building Jonathan Poland

Relationship Building

Relationship building is the act of establishing and maintaining social connections with others. This is a crucial business skill that…

Turnaround Management Jonathan Poland

Turnaround Management

Turnaround management is a specialized form of management that involves developing and implementing strategies and plans to rescue an organization…

Search →
content database

Search my thinking on business, finance,
and the capital markets or start below

Sales Goals Jonathan Poland

Sales Goals

Sales goals are targets for the revenue or units sold that a sales team or individual is expected to achieve…

Micromarketing Jonathan Poland


Micromarketing is a marketing strategy that involves targeting a small, highly specific group of customers with tailored products, prices, and…

Credit Risk Jonathan Poland

Credit Risk

Credit risk refers to the likelihood that a borrower will default on their debt obligations. When an entity has a…

Program Risk Jonathan Poland

Program Risk

Program risk refers to the likelihood of a program failing to achieve its goals due to potential outcomes. This type…

Data Proliferation Jonathan Poland

Data Proliferation

Data proliferation refers to the rapid growth of data, often resulting in a large amount of replicated and low-quality data.…

What is Marketability? Jonathan Poland

What is Marketability?

The marketability of a brand, product, or service refers to its competitiveness within a market. It is the likelihood that…

Cycle Time Jonathan Poland

Cycle Time

Cycle time is a measure of the time it takes to complete a single cycle of a process or task.…

Market Value Jonathan Poland

Market Value

The value of an asset or good in a competitive market, where buyers and sellers can freely participate, is known…

Anchoring Jonathan Poland


Anchoring is a cognitive bias that occurs when people rely too heavily on an initial piece of information, known as…