what is micromarketing 
micromarketing is an approach to advertising that tends to target a specific group of people in a niche market with micromarketing products or services are marketed directly to a targeted group of customers to make use of micromarketing techniques a company has to narrowly define an audience by a particular characteristic such as gender job title age or geography and then create campaigns geared toward that specific group it can be a more expensive technique than other approaches to marketing due to customization and lack of an economy of scale understanding micromarketingmarketing is crucial for businesses operating in a competitive environment as a strategy marketing is used by companies to increase their sales customer base brand awareness and ultimately profits the long term strength of any business depends upon how successful its marketing campaign is whether a company offers one or 101 products it must identify its target market in order to run an effective marketing campaign in the past companies ran mass marketing campaigns through tv or radio ads in the hopes of catching the attention of consumers in target markets today businesses are able to offer more personalized marketing schemes to each individual in their target pool as opposed to hitting a mass audience at once micromarketing became more common in the 1990s as the personal computer boom meant easier segmentation and dissemination of information to customers with technology constantly advancing the delivery of highly customized products to individual segments of a population has become easier to deliver micromarketing strategy is useful for firms of any size large firms can create specific segments within their customer base while small businesses with smaller advertising budgets prefer to match consumers with targeted products and promotions by personalizing their marketing process 