MICRO-SEGMENTATION VS. HYPER-PERSONALIZATION: MAKING THE CASE FOR MICRO-SEGMENTATION

In recent years, the marketing landscape has seen a shift from traditional segmentation techniques to more refined approaches like micro-segmentation and hyper-personalization. While hyper-personalization may sound like the ultimate solution for tailored marketing strategies, it's crucial to understand that it's not suitable for every business. Here's why:
Relevance to Business Type:
Hyper-personalization thrives in businesses offering ultra-niche experiences to exclusive clientele with access to rich, consented data. However, for most businesses, especially small and medium enterprises, data adequacy and the investment required pose significant challenges. Even for larger organizations, ethical and legal considerations regarding data usage can be daunting.