Micro-targeting

Micro-targeting is a data-driven marketing and political strategy that involves identifying specific, narrow segments of a population based on detailed information gathered about their demographics, behaviors, preferences, and beliefs. This information, often gleaned from online activities, consumer data, and public records, allows for the creation of highly personalized messages and campaigns designed to resonate with those specific audiences. It aims to influence behavior or decisions, whether in the context of sales, political campaigns, or public service announcements, through tailored communication.

Micro-targeting meaning with examples

• The political campaign employed micro-targeting, sending tailored emails and advertisements to potential voters based on their online browsing history and social media activity. This strategy helped them focus resources on key demographics.
• A clothing retailer uses micro-targeting to promote specific products to users. The system shows active wear ads to health conscious shoppers or luxury bags to people who visit luxury sites.
• Micro-targeting is utilized in pharmaceutical marketing, with advertisements created for specific medical conditions delivered to patients meeting certain criteria in a health database.
• Online gaming companies employ micro-targeting to recommend games to players. They analyze game preference, spending habits and social connections for a personalized list.
• Charities use micro-targeting, focusing on past donors or volunteers to encourage support, and crafting communications highlighting the impact of giving to specific causes or needs.