Micromarketing is a marketingstrategy used to advertise a product or service with a narrow customer base. Micromarketing is a strategy businesses use to target a small subsection of their user base. Specific customer traits, including location, age, interests, household income, occupation, and price sensitivity, define these subsections.
Aspect
Explanation
Micromarketing
– Micromarketing is a marketing strategy that focuses on targeting very specific and niche customer segments with tailored marketing efforts and personalized messages. It is the opposite of mass marketing, which aims to reach a broad audience.
Precision Targeting
– At the core of micromarketing is precision targeting. Businesses use data analysis, customer insights, and segmentation techniques to identify and understand small, highly specialized customer groups. This allows them to create marketing campaigns and product offerings that are highly relevant to these specific segments.
Customization
– Customization is a key feature of micromarketing. It involves tailoring products, services, and marketing materials to meet the unique needs, preferences, and behaviors of each targeted micro-segment. This level of personalization can significantly improve customer engagement and conversion rates.
Data and Technology
– Micromarketing relies heavily on data and technology. Businesses collect and analyze data on customer behavior, demographics, and preferences to create detailed customer profiles. Advanced tools like AI and machine learning help automate and optimize micro-targeting efforts.
Channels
– Businesses may use various marketing channels in micromarketing, including email marketing, social media, content marketing, and online advertising. Each channel can be customized to deliver specific messages and offers to different micro-segments.
Cost-Efficiency
– While micromarketing requires a significant investment in data analysis and technology, it can lead to cost-efficiency in the long run. By targeting only the most relevant customers, businesses can reduce marketing waste and allocate resources more effectively.
Relationship Building
– Micromarketing fosters relationship building. When businesses demonstrate a deep understanding of a customer’s needs and consistently deliver personalized value, it can lead to stronger and more loyal customer relationships. This can result in long-term customer retention and advocacy.
Competitive Advantage
– Successful micromarketing can provide a competitive advantage. Businesses that excel in catering to niche markets can establish themselves as industry leaders and create barriers to entry for competitors who cannot match their level of personalization and customer focus.
Market Segmentation
– Market segmentation is a foundational step in micromarketing. It involves dividing the market into small, distinct groups based on various criteria such as demographics, psychographics, behavior, and geography. These segments become the foundation for micro-targeting efforts.
Testing and Optimization
– Continuous testing and optimization are crucial in micromarketing. Businesses must monitor the performance of their campaigns, analyze data, and make adjustments to ensure that they are effectively reaching and engaging their micro-segments. A data-driven approach allows for ongoing improvement.
Ethical Considerations
– While micromarketing offers many benefits, it also raises ethical considerations related to data privacy and the potential for micro-targeting to manipulate consumer behavior. Businesses must navigate these concerns responsibly and transparently to maintain trust with their customers.
Conclusion
– Micromarketing is a powerful strategy for businesses looking to maximize the impact of their marketing efforts. It enables them to connect with customers on a personal level, drive engagement, and ultimately achieve higher conversion rates. However, it requires a strong commitment to data-driven decision-making and ethical practices.
Table of Contents
Understanding micromarketing
Micromarketing most often describes marketing strategies that are customized according to an individual customer, but they can also be customized to a local market or market segment.
The strategy itself became popular in the 1990s as mass uptake of the personal computer made it easier for businesses to segment customers and send them information.
Micromarketing is seen as a worthwhile strategy to address the hypercompetitive nature of modern marketplaces.
Indeed, consumers prefer to purchase products they feel were developed by businesses to solve specific and sometimes very personal problems.
Micromarketing examples
A microniche is a subset of potential customers within a niche. In the era of dominating digital super-platforms, identifying a microniche can kick off the strategy of digital businesses to prevent competition against large platforms. As the microniche becomes a niche, then a market, scale becomes an option.
Let’s now take a look at some micromarketing examples:
Red Bull
In truth, the popular energy drink Red Bull appeals to many consumers.
But the company chose to associate the beverage with extreme sports competitions where it was marketed to a specific group of young male participants who needed an energy boost.
Binaural microphones
3Dio is a family-owned business that makes binaural microphones, which are microphones with a human ear molded to each side.
These microphones were developed for a niche community of people who create ASMR (autonomous sensory meridian response) content on YouTube and similar platforms.
Coca-Cola
No article on micromarketing would be complete without mentioning the Share a Coke campaign. Here, the beverage giant replaced the Coca-Cola label on their 20-ounce bottles with various first names.
Before developing the campaign, the company analyzed what names would sell the most according to their customer base.
Netflix Recommendations: Netflix uses a micromarketing approach by providing personalized movie and TV show recommendations to its users based on their viewing history and preferences. This helps retain subscribers and increase engagement.
Starbucks Mobile App: Starbucks’ mobile app offers personalized rewards and promotions based on a customer’s past purchases and location. This encourages repeat visits and loyalty among coffee enthusiasts.
Nike’s Customized Sneakers: Nike allows customers to design and order custom sneakers through its website. This micromarketing strategy appeals to individual tastes and preferences in athletic footwear.
Local Farmers’ Markets: Farmers’ markets often tailor their marketing efforts to the local community, promoting fresh produce, artisanal goods, and unique products that resonate with the specific tastes of the neighborhood.
Facebook Ad Targeting: Facebook’s advertising platform enables businesses to target ads based on users’ interests, behaviors, demographics, and location. Advertisers can create highly customized campaigns to reach specific audiences.
Spotify’s Personalized Playlists: Spotify curates personalized playlists like “Discover Weekly” and “Release Radar” based on a user’s listening history and preferences, enhancing user engagement and retention.
Boutique Fitness Studios: Smaller fitness studios often employ micromarketing by catering to specific fitness niches, such as yoga, spinning, or high-intensity interval training (HIIT). They tailor their classes, branding, and messaging to attract a niche clientele.
Etsy Artisanal Crafts: Etsy is a platform where artisans and crafters can sell their handmade or vintage items. Sellers can target niche markets with unique, specialized products.
LinkedIn Premium Job Matching: LinkedIn’s premium subscription offers personalized job recommendations and in-depth insights into job market trends. This caters to job seekers looking for specific career opportunities.
Local Craft Breweries: Craft breweries often create unique, small-batch beers that appeal to specific tastes and preferences of local consumers. They may host events and promotions tailored to their local community.
Specialized Bookstores: Independent bookstores sometimes specialize in niche genres like science fiction, mystery, or rare books, catering to dedicated readers who have specific literary interests.
Subscription Meal Kits: Companies like Blue Apron and HelloFresh customize meal kits based on customers’ dietary preferences and food restrictions, providing a tailored cooking experience.
Luxury Jewelry Brands: High-end jewelry brands often create exclusive, limited-edition pieces targeted at a select group of affluent customers who seek unique, premium jewelry.
Personalized Fitness Apps: Fitness apps like MyFitnessPal and Fitbit provide personalized workout and nutrition plans based on individual health and fitness goals.
Local Art Galleries: Art galleries may focus on showcasing the work of local artists or specific art movements, appealing to collectors and enthusiasts with niche artistic interests.
Advantages and disadvantages of micromarketing
The most obvious advantage of a micromarketing strategy is that it is highly targeted. With that in mind, here are some less obvious advantages:
Reduced costs
Micromarketing reduces costs because the target audience is smaller than one seen in a traditional marketing campaign.
Brand awareness
Brand awareness is a measure of how familiar a customer is with a brand. The greater the brand awareness a business enjoys, the more their products and services are recognizable to their target audience, thus, in theory, augmenting its long-term strength on the marketplace. Brand awareness is a key element of an effective marketingstrategy.
When a business becomes hyper-specific about the type of customer it wants to attract, it is more likely to become enamored with the brand and tell its friends and family.
Less competition
In a business world driven by technology and digitalization, competition is much more fluid, as innovation becomes a bottom-up approach that can come from anywhere. Thus, making it much harder to define the boundaries of existing markets. Therefore, a proper business competition analysis looks at customer, technology, distribution, and financial model overlaps. While at the same time looking at future potential intersections among industries that in the short-term seem unrelated.
Micromarketing can be used in conjunction with the long tail strategy, where retailers sell many unique items with relatively smaller quantities sold of each.
These niche products tend to have less competition since most retailers prefer to sell popular, high-volume goods.
Let’s now take a look at some of the disadvantages:
Time-intensive
Selecting a narrow and defined market or audience segment requires detailed and, thus, time-intensive research.
Marketing campaigns may also need to be developed for each segment.
Customer acquisition costs
CAC payback is a metric used in SaaS and eCommerce to determine how long it will take to recoup the costs of customer acquisition. Having an understanding of the CAC payback is critical for SaaS and e-commerce companies to structure a proper distribution, sales, and marketingstrategy.
Since the segment comprises fewer people, the average cost of acquiring a new customer is higher.
There is a possibility that increased customer acquisition costs negate the cost-saving from targeting a smaller audience in the first place.
Ineffective campaigns
In some cases the marketing effort may be ineffective.
With such a narrow band of consumers targeted, a poorly researched campaign will not be relevant to other, more profitable segments by default.
Key takeaways
Micromarketing is a marketingstrategy that is used to advertise a product or service with a narrow customer base. Micromarketing strategies are customized according to the individual customer, local market, or market segment.
Micromarketing has been employed successfully by companies such as Coca-Cola, Red Bull, and 3Dio.
Micromarketing reduces costs, increases brand awareness, and encourages businesses to target less competitive niche products. However, the strategy can be time-intensive and is associated with higher customer acquisition costs. The ultra-specific nature of micromarketing may also cause some businesses to target the wrong audience.
Key Highlights:
Micromarketing Definition: Micromarketing is a marketingstrategy that focuses on advertising a product or service to a narrow and specific customer base. This strategy tailors marketing efforts to individual customers, local markets, or specific market segments based on various customer traits.
Customization and Personalization: Micromarketing aims to customize marketing strategies to highly specific groups of customers or markets, taking into account factors like location, age, interests, income, occupation, and price sensitivity.
Evolution and Popularity: Micromarketing gained popularity in the 1990s with the advent of personal computers, allowing businesses to segment customers and send personalized information. It addresses the hypercompetitive nature of modern markets by solving specific customer problems.
Examples: Examples of micromarketing include Red Bull’s targeting of young male extreme sports enthusiasts, 3Dio’s niche binaural microphones for ASMR content creators, and Coca-Cola’s “Share a Coke” campaign, which personalized labels with popular first names.
Advantages:
Highly Targeted: Micromarketing is highly focused on specific customer groups or markets.
Reduced Costs: Targeting a smaller audience typically reduces marketing costs.
Brand Awareness: It enhances brand awareness and customer loyalty.
Less Competition: Niche products often face less competition in the market.
Disadvantages:
Time-Intensive: Requires extensive research and development of tailored campaigns.
Higher Customer Acquisition Costs: Targeting a smaller audience can result in higher costs per customer acquisition.
Ineffective Campaigns: Poorly researched campaigns may not resonate with broader, more profitable segments.
Key Takeaways: Micromarketing involves customizing marketing strategies for a narrow customer base or market segment. While it offers benefits like cost reduction, brand awareness, and niche targeting, it can also be time-consuming and costly, and ineffective if not executed correctly. Businesses must carefully weigh the advantages and disadvantages of micromarketing for their specific goals and resources.
What are some examples of micromarketing?
Some examples of micromarketing comprise:
Red Bull: In truth, the popular energy drink Red Bull appeals to a broad range of consumers. But the company choose to associate the beverage with extreme sports competitions where it was marketed to a specific group of young male participants in need of an energy boost.
Binaural microphones: These microphones were developed for a niche community of people who create ASMR (autonomous sensory meridian response) content on YouTube and similar platforms.
Coca-Cola: Coca-Cola labels on their 20-ounce bottles with various first names. Before developing the campaign, the company analyzed what names would sell the most according to their customer base.
What are the advantages and disadvantages of micromarketing?
Some advantages and disadvantages of micromarketing comprise:
Micromarketing is a marketingstrategy used to advertise a product or service with a narrow customer base. Take the case of Red Bull, which appeals to a broad range of consumers. The company chose to associate the beverage with extreme sports competitions, where it was marketed to a specific group of young male participants who needed an energy boost.
Account-based marketing (ABM) is a strategy where the marketing and sales departments come together to create personalized buying experiences for high-value accounts. Account-based marketing is a business-to-business (B2B) approach in which marketing and sales teams work together to target high-value accounts and turn them into customers.
Ad Ops – also known as Digital Ad Operations – refers to systems and processes that support digital advertisements’ delivery and management. The concept describes any process that helps a marketing team manage, run, or optimize ad campaigns, making them an integrating part of the business operations.
Venture capitalist, Dave McClure, coined the acronym AARRR which is a simplified model that enables to understand what metrics and channels to look at, at each stage for the users’ path toward becoming customers and referrers of a brand.
Affinity marketing involves a partnership between two or more businesses to sell more products. Note that this is a mutually beneficial arrangement where one brand can extend its reach and enhance its credibility in association with the other.
As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.
Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.
The bullseye framework is a simple method that enables you to prioritize the marketing channels that will make your company gain traction. The main logic of the bullseye framework is to find the marketing channels that work and prioritize them.
Brand building is the set of activities that help companies to build an identity that can be recognized by its audience. Thus, it works as a mechanism of identification through core values that signal trust and that help build long-term relationships between the brand and its key stakeholders.
According to inbound marketing platform HubSpot, brand dilution occurs “when a company’s brand equity diminishes due to an unsuccessful brand extension, which is a new product the company develops in an industry that they don’t have any market share in.” Brand dilution, therefore, occurs when a brand decreases in value after the company releases a product that does not align with its vision, mission, or skillset.
The brand essence wheel is a templated approach businesses can use to better understand their brand. The brand essence wheel has obvious implications for external brand strategy. However, it is equally important in simplifying brand strategy for employees without a strong marketing background. Although many variations of the brand essence wheel exist, a comprehensive wheel incorporates information from five categories: attributes, benefits, values, personality, brand essence.
The brand equity is the premium that a customer is willing to pay for a product that has all the objective characteristics of existing alternatives, thus, making it different in terms of perception. The premium on seemingly equal products and quality is attributable to its brand equity.
Brand positioning is about creating a mental real estate in the mind of the target market. If successful, brand positioning allows a business to gain a competitive advantage. And it also works as a switching cost in favor of the brand. Consumers recognizing a brand might be less prone to switch to another brand.
Business storytelling is a critical part of developing a business model. Indeed, the way you frame the story of your organization will influence its brand in the long-term. That’s because your brand story is tied to your brand identity, and it enables people to identify with a company.
Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.
One of the first mentions of customer lifetime value was in the 1988 book Database Marketing: Strategy and Implementation written by Robert Shaw and Merlin Stone. Customer lifetime value (CLV) represents the value of a customer to a company over a period of time. It represents a critical business metric, especially for SaaS or recurring revenue-based businesses.
Customer segmentation is a marketing method that divides the customers in sub-groups, that share similar characteristics. Thus, product, marketing and engineering teams can center the strategy from go-to-market to product development and communication around each sub-group. Customer segments can be broken down is several ways, such as demographics, geography, psychographics and more.
Developer marketing encompasses tactics designed to grow awareness and adopt software tools, solutions, and SaaS platforms. Developer marketing has become the standard among software companies with a platform component, where developers can build applications on top of the core software or open software. Therefore, engaging developer communities has become a key element of marketing for many digital businesses.
A digital channel is a marketing channel, part of a distribution strategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.
Field marketing is a general term that encompasses face-to-face marketing activities carried out in the field. These activities may include street promotions, conferences, sales, and various forms of experiential marketing. Field marketing, therefore, refers to any marketing activity that is performed in the field.
interaction with a brand until they become a paid customer and beyond.
Funnel marketing is modeled after the marketing funnel, a concept that tells the company how it should market to consumers based on their position in the funnel itself. The notion of a customer embarking on a journey when interacting with a brand was first proposed by Elias St. Elmo Lewis in 1898.
Funnel marketing typically considers three stages of a non-linear marketing funnel. These are top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU). Particular marketing strategies at each stage are adapted to the level of familiarity the consumer has with a brand.
A go-to-market strategy represents how companies market their new products to reach target customers in a scalable and repeatable way. It starts with how new products/services get developed to how these organizations target potential customers (via sales and marketing models) to enable their value proposition to be delivered to create a competitive advantage.
The term “greenwashing” was first coined by environmentalist Jay Westerveld in 1986 at a time when most consumers received their news from television, radio, and print media. Some companies took advantage of limited public access to information by portraying themselves as environmental stewards – even when their actions proved otherwise. Greenwashing is a deceptive marketing practice where a company makes unsubstantiated claims about an environmentally-friendly product or service.
Grassroots marketing involves a brand creating highly targeted content for a particular niche or audience. When an organization engages in grassroots marketing, it focuses on a small group of people with the hope that its marketing message is shared with a progressively larger audience.
Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.
Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.
Hunger marketing is a marketing strategy focused on manipulating consumer emotions. By bringing products to market with an attractive price point and restricted supply, consumers have a stronger desire to make a purchase.
Integrated marketing communication (IMC) is an approach used by businesses to coordinate and brand their communication strategies. Integrated marketing communication takes separate marketing functions and combines them into one, interconnected approach with a core brand message that is consistent across various channels. These encompass owned, earned, and paid media. Integrated marketing communication has been used to great effect by companies such as Snapchat, Snickers, and Domino’s.
Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.
Integrated marketing describes the process of delivering consistent and relevant content to a target audience across all marketing channels. It is a cohesive, unified, and immersive marketing strategy that is cost-effective and relies on brand identity and storytelling to amplify the brand to a wider and wider audience.
The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.
Marketing myopia is the nearsighted focus on selling goods and services at the expense of consumer needs. Marketing myopia was coined by Harvard Business School professor Theodore Levitt in 1960. Originally, Levitt described the concept in the context of organizations in high-growth industries that become complacent in their belief that such industries never fail.
Marketing personas give businesses a general overview of key segments of their target audience and how these segments interact with their brand. Marketing personas are based on the data of an ideal, fictional customer whose characteristics, needs, and motivations are representative of a broader market segment.
Meme marketing is any marketing strategy that uses memes to promote a brand. The term “meme” itself was popularized by author Richard Dawkins over 50 years later in his 1976 book The Selfish Gene. In the book, Dawkins described how ideas evolved and were shared across different cultures. The internet has enabled this exchange to occur at an exponential rate, with the first modern memes emerging in the late 1990s and early 2000s.
Microtargeting is a marketing strategy that utilizes consumer demographic data to identify the interests of a very specific group of individuals. Like most marketing strategies, the goal of microtargeting is to positively influence consumer behavior.
Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.
Multi-level marketing (MLM), otherwise known as network or referral marketing, is a strategy in which businesses sell their products through person-to-person sales. When consumers join MLM programs, they act as distributors. Distributors make money by selling the product directly to other consumers. They earn a small percentage of sales from those that they recruit to do the same – often referred to as their “downline”.
The Net Promoter Score (NPS) is a measure of the ability of a product or service to attract word-of-mouth advertising. NPS is a crucial part of any marketing strategy since attracting and then retaining customers means they are more likely to recommend a business to others.
Neuromarketing information is collected by measuring brain activity related to specific brain functions using sophisticated and expensive technology such as MRI machines. Some businesses also choose to make inferences of neurological responses by analyzing biometric and heart-rate data.
Neuromarketing is the domain of large companies with similarly large budgets or subsidies. These include Frito-Lay, Google, and The Weather Channel.
Newsjacking as a marketing strategy was popularised by David Meerman Scott in his book Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage. Newsjacking describes the practice of aligning a brand with a current event to generate media attention and increase brand exposure.
A microniche is a subset of potential customers within a niche. In the era of dominating digital super-platforms, identifying a microniche can kick off the strategy of digital businesses to prevent competition against large platforms. As the microniche becomes a niche, then a market, scale becomes an option.
We can define pull and push marketing from the perspective of the target audience or customers. In push marketing, as the name suggests, you’re promoting a product so that consumers can see it. In a pull strategy, consumers might look for your product or service drawn by its brand.
Real-time marketing is as exactly as it sounds. It involves in-the-moment marketing to customers across any channel based on how that customer is interacting with the brand.
Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales.
Reverse marketing describes any marketing strategy that encourages consumers to seek out a product or company on their own. This approach differs from a traditional marketing strategy where marketers seek out the consumer.
Remarketing involves the creation of personalized and targeted ads for consumers who have already visited a company’s website. The process works in this way: as users visit a brand’s website, they are tagged with cookies that follow the users, and as they land on advertising platforms where retargeting is an option (like social media platforms) they get served ads based on their navigation.
Sensory marketing describes any marketing campaign designed to appeal to the five human senses of touch, taste, smell, sight, and sound. Technologies such as artificial intelligence, virtual reality, and the Internet of Things (IoT) are enabling marketers to design fun, interactive, and immersive sensory marketing brand experiences. Long term, businesses must develop sensory marketing campaigns that are relevant and effective in eCommerce.
Services marketing originated as a separate field of study during the 1980s. Researchers realized that the unique characteristics of services required different marketing strategies to those used in the promotion of physical goods. Services marketing is a specialized branch of marketing that promotes the intangible benefits delivered by a company to create customer value.
Sustainable marketing describes how a business will invest in social and environmental initiatives as part of its marketing strategy. Also known as green marketing, it is often used to counteract public criticism around wastage, misleading advertising, and poor quality or unsafe products.
Word-of-mouth marketing is a marketing strategy skewed toward offering a great experience to existing customers and incentivizing them to share it with other potential customers. That is one of the most effective forms of marketing as it enables a company to gain traction based on existing customers’ referrals. When repeat customers become a key enabler for the brand this is one of the best organic and sustainable growth marketing strategies.
360 marketing is a marketing campaign that utilizes all available mediums, channels, and consumer touchpoints. 360 marketing requires the business to maintain a consistent presence across multiple online and offline channels. This ensures it does not miss potentially lucrative customer segments. By its very nature, 360 marketing describes any number of different marketing strategies. However, a broad and holistic marketing strategy should incorporate a website, SEO, PPC, email marketing, social media, public relations, in-store relations, and traditional forms of advertising such as television.
Gennaro is the creator of FourWeekMBA, which reached about four million business people, comprising C-level executives, investors, analysts, product managers, and aspiring digital entrepreneurs in 2022 alone | He is also Director of Sales for a high-tech scaleup in the AI Industry | In 2012, Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy.
