Micromarketing consists of operational techniques that aim to increase and modify the purchasing behaviors of customers.
Micromarketing encourages consumers to increase their purchases through the stimulation of certain values.
Values that influence micromarketing
- Acquisition: the attempt to increase customers based on new targets.
- Retention: stabilizing current customers by trying to lower the brand abandonment rate.
- Extention: the attempt to increase the product share purchased by the consumer.
Micromarketing is developed by retail outlets but also by digital platforms.
Difference between micromarketing and macromarketing
While macromarketing deals with connections between companies and relationships that create business opportunities, micromarketing, as seen, stimulates marketing levers in a specific and well-defined context.
Fundamentally, then, micromarketing creates sub-segments within the target market to increase sales, retain customer loyalty, and attempt to acquire new customers.
Examples of Micromarketing
The classic example of micromarketing is the action of customer loyalty through tactics like the fidelity card.
That card allows you to obtain special discounts but in reality, it is a powerful tool for measuring purchasing behavior: from the amounts spent in the store, to how frequently you spend money there, from your brand loyalty, to your personal demographics.
To conclude, therefore, micromarketing consists of initiatives that are related not only to product pricing but also to the benefits that consumers will have by purchasing them.
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