We use micro-targeting: focusing on a specific audience and establishing a direct relationship with them
Last week I was fortunate to be one of the 19.364 geeks who attended the interactive portion of South by Southwest (SXSW) in Austin. One of the key themes that emerged for me was micro-targeting.
Working in rare diseases, we are always targeting very small subsets of patients, caregivers, physicians, etc. We use micro-targeting: focusing on a specific audience and establishing a direct relationship with them. It’s the focus of quality over quantity – having a deep relationship with a small, but very important, group.
I heard Greg Verdino talk about his book, MicroMarketing: Get Big Results by Thinking & Acting Small, and it was interesting to see how this micro-targeted approach is now successfully being used for larger brands, such as the Ford Fiesta campaign. He first explained that we have moved from mass communication to masses of communications: “Your audience has an audience because they are creating content.” In response to this huge communication shift, Verdino recommended moving from reach to relationships. This resonated for me because that’s the approach we take at Siren.