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Micromarketing: Get Big Results by Acting Small
This week, I'm excited to have my friend Greg Verdino, a vice-president at Powered, hosting the MarketingProfs seminar. Greg will be talking about something he calls "micromarketing," as he just published a book with the same title. What's micromarketing? Greg and I chatted briefly about it:
AH: OK, so what are you talking about?
GV: We all know what mass marketing looks like—grand gestures, splashy creative, and big-budget media buys designed to reach and appeal to the widest possible audience. The problem? This type of marketing is less likely than ever to actually appeal to anyone at all. In large part, this is due to the splintering of mass culture into millions of niche microcultures, and the hyper-fragmentation of mass media into an infinite-channel microcontent universe (in other words, that pesky social media thing). In microMARKETING, my thesis is that businesses today can achieve better results by tapping directly into these trends—by thinking and acting small—than they can by bucking against them and pining for the days of Super Bowl spots and homepage takeovers. In contrast, micromarketing emphasizes the use of small gestures (like one-on-one, person-to-person interactions), simple social media approaches, and the amplification effect you get when the right people start spreading your messages and content.
AH: What else are you covering Thursday?
GV: In addition to giving attendees a peek at some of the key concepts from my book, the seminar will be packed with plenty of real-world examples and actionable ideas that they can begin applying to their own businesses as soon as the session ends—it's not all theory and it's not just the same old stuff social media experts have been hammering on for the past three years. As a bonus, I have a beautiful speaking voice that makes for some mighty fine online listening. Sounds interesting, right? See you there!
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