when p g was introducing its pantene relaxed natural shampoo and conditioner product line it created and ran a unique marketing campaign to target african american women 1 when uber was trying to expand its geographic reach it used big data from social media platforms to learn more about the specific transportation problems in each city it was looking to move into the resulting effect was the growth of the company s client base through tailored promotions and referral benefits 2
special considerationsthe expansion in emergent innovation including big data is used by micromarketers to capture data from mobile devices and e commerce platforms the captured data is sorted according to various distinctions including demographics geographies ip address favored sites brand preferences or spending habits to track the type of products that a consumer is viewing or purchases this process allows a website to match related products to digital consumers by running a tailored marketing program to a well defined segment of consumers micromarketing looks to entice the target audience to take an action such as making a purchase of goods or services the ultimate goal of micromarketing is to match products to a consumer s tracked preferences in order to generate profit for a company from customer satisfaction 