While mainstream media (and the media relations/PR pursusing them) and mass-marketing tactics like advertising (offline and online) will always have their place, the future is definitely small.
As in small, targeted, niche-focused marketing. Micro marketing.
Okay, that may not be an “ah-ha” moment, but it is something to think about.
It’s easy to see micro marketing in social media. The blogosphere is pretty much nothing but a bunch of niche, topic-, cause- and geography-focused bloggers. The same is true for discussion boards.
But, there are other areas to view small marketing.
Website development. Microsites are growing for campaigns, product launches and just product emphasis. Bill Hanekamp, CEO of The Well has touted microsites, particuarly through WOMMA. (And, my employer has and continues to develop client microsites, as it’s determined that, that’s the best strategy.)
And, when you think of it, good media relations and public relations is about targeting your message, and working with the media as they prefer. While some mass media contact and distribution is appropriate, with today’s tools, every contact should at least appear as if it’s one-on-one. (Disclaimer: I researched and used GroupMail in a previous professional life. And, liked it.)
Don’t just take my word for this micro marketing work. Major auto OEMs and aftermarket manufacturers have also turned to micro or niche production to allow auto owners to customize their vehicles.
And, coming back to the online world, Amazon.com has known about personalized marketing for many years.
All the above and more is why, in today’s marketing world, to be successful, you have to be micro, not macro.
– Mike
