The next big thing: many small things

In digital communication, thinking and acting small has become the best way to achieve great results. There are so many micro-cultures emerging on the Internet, with their different interests and needs, that we cannot use it as a mass media. To succeed in this environment, we must have to change the traditional view of reaching large audiences and begin to focus on groups and individuals, making actions and content more relevant to each of them.

In the past, marketing categorized people by demographic aspects such as age, gender, race, language, and location. Today, in the digital marketing era, the best strategy for determining a target audience is to group it by needs, experiences, values, and perceptions[1]. Previously, a single content could be used to reach crowds of people. Now, several of them are needed to achieve a single target. It would be like replacing machine-guns with snipers who aim precisely at the target they want to hit.

In this new scenario, organizations need more investments to understand their target audience. For example, we receive a lot of content daily on social media or in WhatsApp groups, but we ignore most of them. Why? Maybe because we don’t have enough time or because the content doesn’t interest us and isn’t relevant to us. Someone worked hard to design, produce, and send the content but didn’t research our needs and interests, and for this reason, missed the target.

From mass communication to the mass of communicators

But how can we communicate in a way that is relevant to this great variety of people? The answer is one by one. The power of an organization’s communication dwells in its clients. People are still the most effective means of influencing other people, not technology. If clients receive not only excellent services and products, but also receive attention and empathy, they are more willing to share with others. It explains how Christianity became the largest religion in the world. The Christian churches depend on the mass action of its members for effective and relevant communication.

Some tips:

  1. Create distinct strategies to help groups with specific needs. 
  2. Create lots of content to reach your audience. We cannot say everything at once. It is important to fragment the content and choose the most appropriate time to share it.
  3. Always focus on people’s needs and pain, not just on what you want to communicate them.
  4. Keep in mind that different groups need different approaches. Be prepared to diversify and be creative.
  5. Try to understand the culture, religion and other behavioral aspects of the target audience before creating content. Meanings change depending on a person’s culture or worldview.
  6. Seek to help people to whom your product/service can be useful and positive for the moment they live.

Diversifying strategies, understanding culture and being relevant to the needs of the individual is not just something from the digital age. In the first century, the apostle Paul already used this method when he traveled to preach the gospel in various places. “For the Jews I became like a Jew, to win over the Jews… For the weak I became weak, to win over the weak. I have become all things to all people, that I may save some by every possible means” (1 Corinthians 9:20-22).


1] Verdino, Greg. MicroMarketing: Get Big Results by Thinking and Acting Small . McGraw-Hill Education. Kindle Edition.

2] White, Ellen G. Parables of Jesus. Tatuí, SP: Brazilian Publishing House, 2009.

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