Differences between Macro and micro segmentation

What are macro and micro segmentation? With the advent of web 2.0, marketing 2.0 was born, which allows companies to create very specific, personalized and precise segmentations. Mass communications to a large audience have disappeared; You can now customize your communication by tailoring the content to the specific needs of each user. For this reason, micro-segmentation has become a practice increasingly used in digital marketing strategies due to the good results obtained with it. Macro segmentation - definition The definition of the scope of the company's activity determined by the implementation of the product - market concept, and the concept analyzed at various levels of aggregation gives us the opportunity to apply macro-segmentation methodology The following premises are the foundations on which this interpretation is based: · Each product or service is responsible for providing a basic function from the consumer, which in turn is related to the general need.   · This basic function can be assured or satisfied by producers or producers through different products - satisfaction made using different production technologies or by alternative technical combinations. These various production capabilities of the basic function allow the existence of products with various attributes that provide clear comparative benefits in meeting similar needs.   · There are customer groups or segments that are looking for specific features and prefer products that best meet their needs. The concept of product market makes it possible to detect a strategic segment or strategic area on the market. Micro-segmentation - definition In terms of marketing, segmentation consists in dividing the market into groups of buyers that have one or more common characteristics. In turn, what is micro segmentation? This is an advanced form of segmentation that groups buyers into individual segments in several market niches. By identifying micro-segments, a company can develop more direct and personalized marketing campaigns focused on the interests, desires and needs of each of the groups or individuals that make up the micro-segments. In this way, micro-segmentation aims to determine which marketing activities will have the greatest impact on each set of clients and potential clients.