Microtargeting refers to the practice of dividing customer groups into even finer segments. As the burden of technology and costs decreases, there is an increasing need for hyper-segmentation to provide personalized services to individuals.

 

Modern consumers have numerous alternatives and will not endure inconvenience to purchase a product. Therefore, many companies tend to focus on micro-segmenting consumer groups to provide maximum satisfaction to each segment.

 

Examples of microtargeting include Hyundai Card, Samsung Card, and Ben & Jerry’s. To achieve microtargeting, big data analysis is necessary, with a significant focus on social media as it constitutes a large portion of unstructured data in big data.

 

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