PROBLEMS OF MARKETING COMMUNICATIONS IN SMALL CONSUMER SEGMENTS

Abstract

This paper investigates the core problems associated with marketing communications in small consumer segments, where traditional mass-marketing approaches often prove ineffective. Due to the narrow scope of these markets and the heterogeneity of consumer expectations, businesses face significant challenges in designing and delivering relevant, persuasive messages. The study explores key obstacles such as limited audience data, constrained budgets, low media visibility, and difficulty in message personalization. Using a qualitative approach based on expert interviews and small enterprise case studies, the research identifies critical gaps in communication strategies and offers insights into more effective, targeted engagement models. Findings suggest that overcoming these issues requires a shift toward relationship-focused communication, digital innovation, and strategic alignment with niche consumer values.