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
[…] 2. I chose this one for one simple reason because I agree with it. It’s a micro, micro, micro world by Mike Driehorst has a small but interesting message. Good media relations are about “targeting the message” and working with the media, “as they prefer”. If you know the client and how they like to work it makes life a lot easier for everyone. […]
Great post Mike - the explosion of Microsites is testament to your point 6 months on. You’ve inspired me to read more on Microsite’s - any further literature to recommend?
I think this same concept applies to political marketing as well. Whether we like certain politicians or not, I found it very interesting how some of the Presidential candidates are using their staffers to reach out to various social media tools (take a look at the bottom of Obama’s site titled ‘Barack Everywhere’). My company has a few political clients and it’s interesting to see this industry taking advantage of these ’sub-mediums’. Though these examples are social networking related, I still think some of these items (ie. twitter) are very much micro marketing tools.
Love the picture image next to the post. I have noticed the increase in Microsites. Some websites such as Yahoo and MSN have allowed you to personalize your homepage for years but it is interesting to see how business are changing their marketing strategies to involve more personalization.
I’ve seen the jump in Microsites of the last year a so. I’m not sure if its a fad or not but it is interesting how companies are trying to give consumers a more personalized feeling.
I enjoy reading most of your posts especially when I can see a means of possibly applying them to my own use(WIIFM). My problem is I start reading and can’t find a place to stop and then I don’t get my work done. Keep up the good work.