{"id":30558,"date":"2022-11-25T12:28:59","date_gmt":"2022-11-25T12:28:59","guid":{"rendered":"https:\/\/www.engagebay.com\/blog\/?p=30558"},"modified":"2024-12-13T08:08:49","modified_gmt":"2024-12-13T08:08:49","slug":"micromarketing","status":"publish","type":"post","link":"https:\/\/www.engagebay.com\/blog\/micromarketing\/","title":{"rendered":"Here\u2019s What Micromarketing Means, and How It Can Help Your Business"},"content":{"rendered":"<p>Are you approaching the right audience with your marketing efforts? If you answered no, or if you\u2019re not sure, then you should be using micromarketing, at least some of the time.<\/p>\n<p>Are you unclear on what micromarketing is? In this guide, we\u2019ll define micromarketing, explain what it entails, and divulge its benefits, so make sure you check it out!<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_74 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.engagebay.com\/blog\/micromarketing\/#What_Is_Micromarketing\" >What Is Micromarketing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.engagebay.com\/blog\/micromarketing\/#What_Goes_Into_a_Micromarketing_Campaign\" >What Goes Into a Micromarketing Campaign?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.engagebay.com\/blog\/micromarketing\/#Buyer_Personas_Creation\" >Buyer Personas Creation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.engagebay.com\/blog\/micromarketing\/#Campaign_Planning\" >Campaign Planning<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.engagebay.com\/blog\/micromarketing\/#Deployment_and_Review\" >Deployment and Review<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.engagebay.com\/blog\/micromarketing\/#The_Benefits_of_Micromarketing\" >The Benefits of Micromarketing<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.engagebay.com\/blog\/micromarketing\/#Increases_Brand_Awareness\" >Increases Brand Awareness<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.engagebay.com\/blog\/micromarketing\/#Smaller_Cost_Per_Campaign\" >Smaller Cost Per Campaign<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.engagebay.com\/blog\/micromarketing\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; \/\/ Check every 100ms\r\n                    const checkAndLoad = () => {\r\n                        const params = new URLSearchParams(window.location.search);\r\n                        const elementorPreviewParam = params.get('elementor-preview');\r\n                        if (elementorPreviewParam && typeof EhForms !== 'undefined' && typeof EhForms.loadForms === 'function') {\r\n                            EhForms.loadForms();\r\n                            console.log('EhForms.loadForms() called successfully.');\r\n                        } else {\r\n                            setTimeout(checkAndLoad, interval);\r\n                        }\r\n                    };\r\n                    checkAndLoad();\r\n                }\r\n                \/\/ Call the function\r\n                waitForEhForms();\r\n            <\/script>\r\n        <div class='engage-hub-form-embed' id='eh_form_5161654467690496' data-id='5161654467690496'><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_Is_Micromarketing\"><\/span><span style=\"color: #339966;\"><strong>What Is Micromarketing?<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The term micromarketing might make you think of marketing done on a smaller scale. That\u2019s not entirely what it is, though.<\/p>\n<p>Rather than scaling down your marketing efforts, micromarketing is about scaling down your target audience.<\/p>\n<p>In other words, you\u2019re appealing to a very select niche audience with a very select niche product or service.<\/p>\n<p>How niche are we talking about here? You might hyper-segment your audience based on a specific city, town, or neighborhood, or perhaps an age group, an income bracket, or a job title or industry.<\/p>\n<p>Micromarketing is highly specific and thus very customized. It\u2019s also usually regarded as a more expensive form of marketing.<\/p>\n<p>After all, the market materials you\u2019ll create apply only to a very select crowd and thus can\u2019t be recycled or otherwise utilized again.<\/p>\n<figure id=\"attachment_10713\" aria-describedby=\"caption-attachment-10713\" style=\"width: 1341px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/07\/Segmented-List.png\"><img decoding=\"async\" class=\"size-full wp-image-10713\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/07\/Segmented-List.png\" alt=\"CRM functionality -- contact segmentation\" width=\"1341\" height=\"498\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/07\/Segmented-List.png 1341w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/07\/Segmented-List-300x111.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/07\/Segmented-List-1024x380.png 1024w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/07\/Segmented-List-768x285.png 768w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/07\/Segmented-List-595xh.png 595w\" sizes=\"(max-width: 1341px) 100vw, 1341px\" \/><\/a><figcaption id=\"caption-attachment-10713\" class=\"wp-caption-text\"><em>A segmented list example from EngageBay<\/em><\/figcaption><\/figure>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/social-selling\/\">Read also: What is Social Selling? Benefits, Examples, Strategy, and Index<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_Goes_Into_a_Micromarketing_Campaign\"><\/span><span style=\"color: #339966;\"><strong>What Goes Into a Micromarketing Campaign?<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You\u2019ve never tried micromarketing before, but you have a new product or service coming down the pike that you think would be perfect for this form of marketing.<\/p>\n<p>How do you launch a successful micromarketing campaign? Here\u2019s what goes into your marketing strategy.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Buyer_Personas_Creation\"><\/span><span style=\"color: #993300;\"><strong>Buyer Personas Creation<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Customer avatars or <a href=\"https:\/\/www.engagebay.com\/blog\/buyer-persona\/\">buyer personas<\/a> are an excellent way to envision what the ideal customer is in each audience segment you\u2019re working with.<\/p>\n<p>Each buyer persona should have its own name such as Busy Gal Betty or Executive Manager Eddie.<\/p>\n<p>Based on what you know about this niched-down audience segment, what kinds of problems would a person like Busy Gal Betty or Executive Manager Eddie have? In other words, what are their pain points?<\/p>\n<p>You also need basic demographic and geographic information for each persona. What does this person do for work? How much money do they make? How many kids do they have? Where do they live?<\/p>\n<p>It\u2019s far easier to both market and sell to a persona than it is to an undefined group, even if that group is hyper-segmented as micromarketing calls for.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Campaign_Planning\"><\/span><span style=\"color: #993300;\"><strong>Campaign Planning<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Now that you\u2019ve got your customer avatars, it\u2019s time to create the perfect <a href=\"https:\/\/www.engagebay.com\/blog\/campaign-management\/\">marketing campaign<\/a> for them.<\/p>\n<p>You\u2019re aware of what your avatar\u2019s pain points are, so which product or service can solve that issue or fill that void?<\/p>\n<p>Once you know which product or service you\u2019ll promote, it\u2019s all about deciding how you\u2019ll promote it. Is your audience group more of a social media crowd or are they receptive to SMS marketing?<\/p>\n<p>You may choose to utilize several marketing channels, but each should be those that you know, through research, that your audience segment will use.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Deployment_and_Review\"><\/span><strong><span style=\"color: #993300;\">Deployment and Review<\/span><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Once you\u2019ve built your micromarketing campaign, it\u2019s time to launch it.<\/p>\n<p>As the results begin trickling in, review the data. This information can help you make better planning decisions for next time so your next campaign is even more of a home run!<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/what-is-sales-planning\/\">Read also: What is Sales Planning? Tips &amp; Downloadable Templates<\/a>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Benefits_of_Micromarketing\"><\/span><span style=\"color: #339966;\"><strong>The Benefits of Micromarketing<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Before we wrap up, let\u2019s look at some advantages of micromarketing for small and medium-sized businesses.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Increases_Brand_Awareness\"><\/span><span style=\"color: #993300;\"><strong>Increases Brand Awareness<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Most marketing campaigns are deployed with the goal of elevating <a href=\"https:\/\/www.engagebay.com\/blog\/brand-awareness-strategy\/\">brand awareness<\/a>, but micromarketing does so in a rather unique way.<\/p>\n<p>Should you connect with your audience using a tailored, personalized campaign and your marketing efforts really resonate, then your audience is going to be happy to talk about your campaign and your products and services with others.<\/p>\n<p>Now your customers are spreading positive word-of-mouth to their friends, family, colleagues, neighbors, and community members. The glowing review might make these parties likelier to check out your products and services.<\/p>\n<figure id=\"attachment_24275\" aria-describedby=\"caption-attachment-24275\" style=\"width: 1350px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/06\/personalize-EngageBay.png\"><img decoding=\"async\" class=\"size-full wp-image-24275\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/06\/personalize-EngageBay.png\" alt=\"personalize messages for marketing automation\" width=\"1350\" height=\"678\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/06\/personalize-EngageBay.png 1350w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/06\/personalize-EngageBay-300x151.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/06\/personalize-EngageBay-1024x514.png 1024w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/06\/personalize-EngageBay-768x386.png 768w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/06\/personalize-EngageBay-595xh.png 595w\" sizes=\"(max-width: 1350px) 100vw, 1350px\" \/><\/a><figcaption id=\"caption-attachment-24275\" class=\"wp-caption-text\"><em>EngageBay options for personalization<\/em><\/figcaption><\/figure>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-ideas\/\">Read also: Discover the Top 26 Small Business Ideas for 2023: Your Road to Success<\/a><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Smaller_Cost_Per_Campaign\"><\/span><span style=\"color: #993300;\"><strong>Smaller Cost Per Campaign<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Although you are only reaching a select number of people with micromarketing, this can be beneficial in some ways.<\/p>\n<p>For instance, you don\u2019t need to produce as many marketing materials. The duration of your campaign might not be as long either.<\/p>\n<p>This results in cost savings for your company, which is especially important for startups as well as businesses on a tight budget.<\/p>\n<p>That\u2019s especially true considering that each micromarketing campaign is expensive, so you want to stretch those dollars further.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/buyer-persona\/\">Read also: What Is a Buyer Persona and How To Get Started Making One?<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><span style=\"color: #339966;\"><strong>Conclusion<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Micromarketing is a form of marketing that targets very specific and small <a href=\"https:\/\/www.engagebay.com\/blog\/what-is-audience-segmentation\/\">audience segments<\/a> or niches. You present them with a highly-tailored campaign to promote a specific product or service.<\/p>\n<p>If you\u2019re trying to start with small-scale campaigns for your startup or you\u2019re interested in reaching unique audience segments, then a micromarketing campaign could be just what you need.<\/p>\n<p>Remember to keep the downsides in mind as well as the upsides. Manage your expenses so you don\u2019t end up overdoing it on your budget while reaching only a very small number of customers or potential customers.<\/p>\n<p>If your analytics prove that parts of your campaign work, try to replicate those parts in future campaigns so your micromarketing campaign materials are more useful.<\/p>\n<p>Also, if you&#8217;re not happy with the <a href=\"https:\/\/www.engagebay.com\/blog\/free-marketing-tools\/\">marketing tools<\/a> you&#8217;re using, try <a href=\"https:\/\/www.engagebay.com\/\">EngageBay<\/a>. This is an all-in-one marketing and <a href=\"https:\/\/www.engagebay.com\/products\/crm\">CRM solution<\/a> that costs just about a dollar a day!<\/p>\n<p>\ud83d\udc49<span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Unlock the full potential of your marketing efforts with our guide on the most effective strategies! \ud83d\udd13&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:14851,&quot;3&quot;:{&quot;1&quot;:0},&quot;4&quot;:{&quot;1&quot;:2,&quot;2&quot;:16250872},&quot;12&quot;:0,&quot;14&quot;:{&quot;1&quot;:2,&quot;2&quot;:3621201},&quot;15&quot;:&quot;S\u00f6hne, ui-sans-serif, system-ui, -apple-system, \\&quot;Segoe UI\\&quot;, Roboto, Ubuntu, Cantarell, \\&quot;Noto Sans\\&quot;, sans-serif, \\&quot;Helvetica Neue\\&quot;, Arial, \\&quot;Apple Color Emoji\\&quot;, \\&quot;Segoe UI Emoji\\&quot;, \\&quot;Segoe UI Symbol\\&quot;, \\&quot;Noto Color Emoji\\&quot;&quot;,&quot;16&quot;:12}\"><em>Unlock the full potential of your marketing efforts with our guide on the <a href=\"https:\/\/www.engagebay.com\/blog\/powerful-marketing-strategies\/\">most effective strategies<\/a>!<\/em> \ud83d\udd13<\/span><\/p>\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; \/\/ Check every 100ms\r\n                    const checkAndLoad = () => {\r\n                        const params = new URLSearchParams(window.location.search);\r\n                        const elementorPreviewParam = params.get('elementor-preview');\r\n                        if (elementorPreviewParam && typeof EhForms !== 'undefined' && typeof EhForms.loadForms === 'function') {\r\n                            EhForms.loadForms();\r\n                            console.log('EhForms.loadForms() called successfully.');\r\n                        } else {\r\n                            setTimeout(checkAndLoad, interval);\r\n                        }\r\n                    };\r\n                    checkAndLoad();\r\n                }\r\n                \/\/ Call the function\r\n                waitForEhForms();\r\n            <\/script>\r\n        <div class='engage-hub-form-embed' id='eh_form_6268678992035840' data-id='6268678992035840'><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Are you approaching the right audience with your marketing efforts? If you answered no, or if you\u2019re not sure, then [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":32614,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[22],"tags":[30,5730,7488,7491,7487,7489,7490],"class_list":["post-30558","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marketing","tag-marketing-strategies","tag-micro-marketing","tag-micro-targeting","tag-micromarketing","tag-target-audience","tag-targeting"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.3 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Here\u2019s What Micromarketing Means, and How It Can Help<\/title>\n<meta name=\"description\" content=\"Micromarketing focuses on customer niches to bring them personalized products. This article will tell you how micromarketing can help your business.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.engagebay.com\/blog\/micromarketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Here\u2019s What Micromarketing Means, and How It Can Help Your Business\" \/>\n<meta property=\"og:description\" content=\"Micromarketing focuses on customer niches to bring them personalized products. 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