To wield macro trends focus on micro-marketing

At rock bottom, its consumer trends which controls every aspect of every industry. Cultural nuances and shifts towards healthier living might become a boon for gym's and exercise equipments firms but might be a crisis for fast food brands. The core for any business is to stay relevant and focus their energies for a sustainable and profitable business growth.

We marketer's often at the first go categorise all ideas under the two heads - Strategic or Tactical. More often the macro consumer trends observed by young budding managers and when supported with an action for overcoming the new challenge is classified as 'Tactical' in nature. While, a similar idea if kept on hold with a need to understand better in coming days by answering the 5W&1H is classified as 'Strategic'

All we need to understand the strength of an emerging trend is to place one-self in the frame and see relevance of the budding idea or changing dynamics. If the answer is in agreement to the growing consumer need the trend is clearly here to stay. This is the right time for a marketer to shift his energies from holding on to understanding the emerging macro trend but rather in parallel focus on micro level marketing initiatives to make the best of the given opportunity. 

Micro marketing initiatives done at this stage helps brand speak to consumers in language that is not only more relevant but even more close to their mind and heart. These initiatives done at regional or local level at an early stage helps brand take first mover advantage and strengthen its bond with consumers by being more culturally and socially relevant for future.

The typical spray-and-pray approach is often utilised by brands with multi million dollar budgets hoping to boost brand awareness and affinity. If as marketer you want to maximise opportunities of growth and leverage the emerging trends, rather than waiting for trends to go really big and someone else taking the first mover advantage the solution lies in micro marketing which helps you derive the best bang for your buck.

Micro marketing initiatives here should not be related only to geographically restricted audience or consumers but new age micro marketing solutions like small investments made towards influencer marketing , hyper local targeting and nice community engagement as these elements have the potential to pay rich dividends for brands keen to make best use of emerging trends and who know where their core audience / consumers live digitally and physically.