One may be tempted to think that micro-marketing is the same thing as traditional mass marketing, except done on a smaller scale. However, that is not the true essence of micro-marketing.

Micro-marketing is a more focused effort of marketing, advertising, merchandising and sales toward a smaller, more defined group of likely customers. It can even be taken to the individual level. This is in contrast to delivering a single message to as many people as you can reach. Simply stated, the micromarketer believes it is better to repeatedly reach the people who count, rather than count the people you reach.

One may also be tempted to think micro-marketing is just a buzzword for target marketing. However, for many, traditional target marketing means 'demographics.' micro-marketing focuses more on life stages, ethnic influences, attitudes and proximity as well as current trends in consumer behavior.

Micro-marketing is more effective than ever before thanks in part to the fragmentation of mass media, as well as the adoption of the Internet. This is especially welcome news for small-to-midsize business owners who draw the vast majority of their customers from within a limited area around their place(s) of business.

However, it is important to note, all of the additional media choices have only added to the confusion for the typical independent advertiser and there are still situations where mass marketing may be the best approach.

Bottom line ­ your very own AdConsultant report will cut through the confusion and empower you to focus your marketing efforts and advertising dollars toward those customers who are more likely to buy what you have to sell.

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