One of the terms that has been most explored in recent years is the so-called "Business Atomization". But what do we mean when we talk about business atomization? Whether we own a SME or Micro-SME, or we are part of a large company that is looking for new methods to position itself, it is important that we take this definition into account since it can be crucial for the success or failure of our company.
The atomization in companies.
The word by itself refers to the fragmentation of a whole into small parts. In business matters, the factor breakdown both microeconomic and macroeconomic for a better understanding of our business context. This term is common to find in two large areas: The macroeconomic economy and marketing.
Market atomization
In terms of economics, we can find the definition of Atomization within the category of theories of market behavior. Atomization has been the fragmentation of supply and demand in many and very small suppliers and demanders. It is also commonly referred to under the name of "Market atomization"
Although the term may seem ambiguous and confusing, the atomization of the market is really easy to explain. This concept refers to a commercial context in which the wide variety of buyers and sellers makes its imbalance impossible. Namely, a market is atomized when there is a large number of small buyers and sellers in which none occupies a preponderant place, allowing the market to remain balanced.
Perfect competition
Business atomization is a term derived from the different forms of competition. Classical economists argued that the free competition acted as the ordering force that managed to promote the Price reduction of a company to be able increase or maintain your market share. Based on this scoop, theories arose that classified the different situations in which the competition could be classified depending on the number of participants who entered it.
La perfect competition It was then defined as one in which a large number of sellers are capable of offering their products, contrary to oligopoly systems where only a small number of sellers are found, or even monopolies where competition does not exist because the market it is controlled by a single producer.
Taking into account a system in which there are different forms of competition, we know then that atomization is a fundamental factor for the study and determination of these, and together with homogeneity, transparency and free mobility constitute the markets of perfect competition.
This is due to the fact that since there is a very high number of both sellers and buyers, the quantity that each of them offers or demands becomes so small that their behavior fails to create perceptible effects on the products. prices of goods. In these societies, prices are merely a parameter, since if a company achieves increase your production and sales volume without this having effects on the price you offer, it will have a behavior that is called Acceptable price, since it will be forced to sell at the price that was defined as acceptable by the other producers.
How does this affect my business?
This leads to no one being able buy a product at a lower price the one who buys the rest, while sellers find it impossible to offer their products at a higher price than others do, since if they try they would be expelled from the market. In these types of markets there is no rivalry between companies, but rather a dispersion of controllability with which the different economic agents can exercise on the march of the market.
In conclusion, at talk about the economy an atomized market is one in which there is no commercial leader who can define parameters in the market, if not many competitors who maintain a balanced and sustainable status, with a real competition that eliminates the importance of each one with respect to supply and total demand.
Atomization in marketing
On the other hand, if we refer to the business atomization in terms of marketingWe can define business atomization as the way to implement a segmentation plan that focuses on very small markets, even reaching the level of individuality. East implementation type it is to target that group of individuals who purchase highly personalized and possibly very expensive products or services. In some cases, each person is segmented within their personal market. The online marketing techniques they create direct communications that help this process by making the sub-segments smaller and smaller.
Individual segmentation
To define the atomized marketing we need first we must be clear that means market segmentation. A market is defined as a A group of people who share needs and have similar purchasing power. Therefore, a Segmented market is a subdivision of the market in which more specific needs are defined.
Most large companies are engaged in target a market entire offering products and services that can be purchased by a wide variety of people using only a few segmentation tools quite broad such as the geographical distribution or the gender of the consumers.
Other companies, especially small ones, seek to reach a much narrower market based primarily on people's personal tastes, lifestyles and preferences. If we go even further into personalization we find then market niches that specialize in unique needs that one market does not share with any other. Finally, the last degree of segmentation It is the atomization in which each client is treated in a different way.
Methods for applying atomization marketing.
Although it seems like an impossible task to accomplish, the atomization marketing is really possible. Even large companies have come to create successful strategies to atomize your marketing. We all remember the Coca-Cola campaign in which it included names and surnames on its labels, causing many people to make long journeys in search of their names.
Coca-Cola achieved atomize your marketing at the time he launched a call in which he gave away a certain amount of cans with the name that the customer decided, making an individual product for each person.
The atomization marketing It also includes providing accurate, friendly and personal attention to each of our clients. It is annoying and often irritating to have to go through a menu with options to choose from when we want to request telephone assistance.
On the contrary, if we find a communication system in which someone attends us in a personal way to whom we can comment on our specific needs, we will find much more reliable and precise help while we feel more willing to buy a product again in that store.
Atomization in e-commerce
La ability to atomize marketing it has increased with the rise of e-commerce and the tools it offers. It is not necessary to have a large number of employees doing market research and increasing the cost of the strategy of marketing if we have technological resources that allow us to provide individualized and personal attention to each of our clients.
Social networks play an important role in marketing atomization Being a database of profiles where we can find from the name to the interests of our clients. In this way we can have a totally personalized communication.
Another example in which we find that information technologies It is in the emails that we receive offering us just what we need and including our own name many times. It is no coincidence, and there is no one behind a computer writing each of the emails, if not that when we register on a page to receive offers or even a social network, there are processes that based on our behavior decide what is what that we are more likely to buy.
Another way to atomize the marketing of our company is offering a product with the specific characteristics and requirements required by the client. Although achieving this would mark the cost of our production in a good way, it is an expense that can be solved by discovering that, in general, customers are willing to pay a higher price to acquire just the product they need.
To conclude, we specify that the atomization in marketing is personalized segmentation or very close to individual customization. Although this is a fairly expensive strategy and initially complicated to implement, it tends to be highly profitable by allowing us to raise the prices of our products or services. It is becoming easier to achieve a atomized marketing thanks to social networks and other technological tools that allow us to know and interact personally with our clients.