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Marketing vs. Micromarketing - Moving from mass market to the "massive market"

Published by karl April 9th, 2006 in microbrands, micromarketing


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6 Responses to “Marketing vs. Micromarketing - Moving from mass market to the "massive market"”  

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  1. 1 Dan Duff Apr 14th, 2006 at 10:27 am

    You’ve done a great job of articulating a new paradigm, though I feel the term “micromarketing” doesn’t properly describe what you have here.

    Sure “micro” is the opposite of “macro”, but when hearing the term without any knowledge of what is behind it, it seems to be saying “smaller” marketing. The name “micromarketing” seems to be more inline with what many are calling today narrow casting. Not as big a scale, more focus, smaller budgets, laser targeting, etc. What you have here is really different from those ideas and could use a unique descriptor to better articulate/represent the concept.

    Here are a few possibilities:

    Foster Marketing
    Cultivated Marketing
    Spark Marketing (Sparketing - find the right place to light a fire - it must be relevant and engaging - if it is the spark will take on a life of its own. Your customers are the air the fire needs to breath.)

    Just a few thoughts. Still love the overall concept. It is right on.

  2. 2 karl Apr 14th, 2006 at 11:18 am

    Thanks Dan, and I totally agree that “micro” sounds small, and that is in many ways is a bit of a problem. It’s funny, I originally started this, inspired by Hugh’s rant on the global microbrand, so micromarketing was really just an offshoot of microbrand. But as i’ve been thinking and writing about this more it has evolved, it seems that the ‘micromarketing’ is actually a more important aspectd to me, and in fact the starting point for building a microbrand. In the end micromarketing is about reaching the smaller part of the “long tail”, so it is “smaller marketing” and from a budget standpoint it’s certainly smaller. The paradox of the long tail though is that it is a “thin” market, but if you take that thin market spread out globally it can be bigger than the traditional “mass market”, hense the “massive market”. The paradox of a ‘global micromarket’ is that it’s bigger than a mass market :-) BTW I do like the sound of sparketing.

TrackBacks

  1. 1 Futurelab's Blog Trackback on Apr 10th, 2006 at 3:29 am

    Marketing vs. Micromarketing - Moving from Mass Market to the ?¢‚Ǩ?ìMassive Market?¢‚Ǩ¬ù…

    by: Karl Long Isn’t micromarketing just marketing but smaller and targeting fewer people? Short answer no, and let me just preface by saying, there is so much to say on this topic that i feel like a general going into……

  2. 2 Brains On Fire Blog » Blog Archive » The Carnival of Marketing Pingback on Apr 11th, 2006 at 1:07 pm

    [...] Karl Long (in his oddly familiar-sounding new blog, Customers on Fire) pits marketing against micromarketing. [...]

  3. 3 Mobilet.Blog Trackback on Apr 18th, 2006 at 6:14 am

    ?ê?ì?ê¬??ë‚Ǩ?ê¬??ꬵ?ë‚Äö?ê¬??ê¬??ê¬? ?ê¬ø?ë‚Ǩ?ê¬æ?ë‚Äö?ê¬??ê¬? ?ê?ì?ê¬??ê¬??ë‚Ǩ?ê¬æ?ꬺ?ê¬??ë‚Ǩ?ê¬??ꬵ?ë‚Äö?ê¬??ê¬??ê¬??ê¬? - ?ê¬ø?ꬵ?ë‚Ǩ?ꬵ?ë‚Ķ?ê¬æ?ꬥ ?ê¬æ?ë‚Äö ?ꬺ?ê¬??ë¬Å?ë¬Å?ê¬æ?ê¬??ê¬æ?ê¬??ê¬æ ?ë‚Ǩ?ë‚Ä??ê¬??ê¬??ê¬? ?ê¬? “?ë¬Å?ê¬??ë¬è?ê¬??ê¬??ê¬æ?ꬺ?ë?í” ?ë‚Ǩ?ë‚Ä??ê¬??ê¬??ë?í…

    ?êÀú?ê¬??ë‚Äö?ꬵ?ë‚Ǩ?ꬵ?ë¬Å?ê¬??ê¬??ë¬è ?ê¬??ê¬??ꬺ?ꬵ?ë‚Äö?ê¬??ê¬? ?ê?°?ê¬??ë‚Ǩ?ꬪ?ê¬? ?ê‚Ä??ê¬æ?ê¬??ê¬??ê¬?.
    ?ê‚Ä??ê¬??ë‚Ä°?ê¬??ê¬æ ?ꬺ?ê¬??ꬵ ?ë¬Å?ê¬??ꬺ?ê¬ø?ê¬??ë‚Äö?ê¬??ë‚Ä°?ê¬??ê¬? ?ë¬ç?ë‚Äö?ê¬? ?ê¬??ꬥ?ꬵ?ë¬è - ?ê¬ø?ë‚Ǩ?ê¬? ?ê¬??ë¬Å?ê¬ø?ê¬æ?ꬪ?ë?í?ê¬??ê¬æ?ê¬??ê¬??ê¬??ê¬??ê¬? ?ê¬? ?ꬺ?ê¬??ë‚Ǩ?ê¬??ꬵ?ë‚Äö?ê¬??ê¬??ê¬??ꬵ ?ê¬ø?ê¬æ?ꬥ?ë‚Ķ?ê¬æ?ꬥ?ê¬æ?ê¬?, ?ê¬æ?ê¬ø?ê¬??ë¬Å?ê¬??ê¬??ꬵ?ꬺ?ë‚Ä??ë‚Ķ ?ê‚Ä??ê¬æ?ê¬??ê¬??ê¬æ?ꬺ, ?ê¬??ê¬æ?ë‚Ǩ?ê¬??ê¬??ꬥ?ê¬æ ?ꬱ?ê¬æ?ꬪ?ë?í?ëÀÜ…

  4. 4 Futurelab's Blog Trackback on Apr 20th, 2006 at 3:23 am

    Video Games Aiming For The ?¢‚Ǩ?ìMassive Market?¢‚Ǩ¬ù…

    by: Karl Long “Brain Age” is here, and yes it’s a video game, but it’s not aiming for what would normally be considered the mass market of boys 18-30 or “gamers”, it’s going for the “massive market”…

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