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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 have a SME or Micro SME, or we are part of a large company that is looking for new methods to position itself, it is essential that we take this definition into account since it can be crucial for the success or failure of our company.

The atomization in the companies.

The word itself refers to the fragmentation of a whole into small parts. In business matters, factor breakdown both microeconomic and macroeconomic for a better understanding of our business context. This term is common to find in two large areas: Macroeconomic economics 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 claimants. It is also commonly known by the name of "Market atomization"


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Even though the term may seem ambiguous and confusing, the atomization of the market is really easy to clarify. This concept refers to a commercial context in which the wide variety of buyers and sellers makes their imbalance impossible. Namely, a market is atomized when there is a lot of small buyers and sellers in which none occupies a preponderant place, allowing the market to remain balanced.


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Perfect competition

Business atomization is a definition derived from the different alternatives for competition. Classical economists argued that the free competition acted as the ordering force that succeeded in fostering Price decrease of a company to be able increase or maintain your market share. From this scoop, theories emerged that classified the different situations in which the competition could be categorized based on the number of members who signed up.

The perfect competition It was then defined as one in which a large number of sellers are able to offer their products, contrary to oligopoly systems where only a small number of sellers are found, or even monopolies where there is no competition because the market it is controlled by a single producer.


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Taking into account a system in which there are different alternatives for competition, then we know 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 because, 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 generate 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 an effect on the price you offer, it will have a behavior called acceptable price, given that it will be forced to market 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 the sellers find it impossible to offer their products at a higher price than the others, 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 controllability spread with which the different economic agents can exercise the market.

Finally, in talk about the economy an atomized market is one in which there is no commercial leader who can establish parameters in the market, if not many competitors who maintain a balanced and sustainable state, with a real competition that eliminates the relevance of each one in terms of supply and total demand.

Marketing atomization

On the other hand, if we refer to the business atomization in terms of marketingWe can establish business atomization as the way to implement a segmentation plan that focuses on very small markets, even reaching the level of individuality. this implementation type is to target that group of people who buy highly personalized and surely 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 aid in this procedure by making the subsegments smaller and smaller.

Individual segmentation


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To set the atomized marketing first we need to be clear that means market segmentation. A market is established as a A group of people who share needs and have similar purchasing power. In this way, a The segmented market is a subdivision of the market. in which more specific needs are defined.

Most large companies are engaged in target a market offering products and services that can be purchased by a wide variety of people using only 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 tastes, lifestyles, and personal preferences. If we go even further into personalization, we find market niches that specialize in unique needs that one market does not share with any other. In conclusion, the last degree of segmentation It is the atomization in which each client is treated differently.

Methods of application of atomization marketing.

Even though it seems like an impossible task to accomplish, the atomization marketing is truly doable. Even large companies have come to Create successful strategies to atomize your marketing.. We all remember the Coca-Cola campaign in which it included first and last names on its labels, causing many people to make long journeys in search of their names.

Coca-Cola achieves atomize your marketing at that time he launched a call in which he gave away a certain number of cans with the name that the customer has decided, making an individual product for each person.

The atomization marketing It also includes providing truthful, friendly and personalized attention to each of our clients. It is annoying and often irritating to have to go through a menu with options to select when trying to request telephone assistance.

On the contrary, if we find a communication system in which someone cares for us in a personal way to whom we can discuss our specific needs, we will find a much more reliable and precise help while we feel more willing to buy a product again in that store.

Atomization in electronic commerce

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The 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 workers performing market research and strategy cost increase marketing if we have technological resources that allow us to provide individualized and personalized attention to each of our clients.

RRSS 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. From this dynamic we can have an absolutely personalized communication.

Another example where we find that information technology It's in the emails we receive offering us just what we need and including our own name often. 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 on a social network, there are processes that based on our behavior decide what it is. what that we are more likely to buy.

Another way of atomize the marketing of our company is offering a product with the specific characteristics and requirements required by the customer. Although achieving this would mark the cost of our production in a good way, it is an expense that can be fixed by discovering that in general customers are willing to pay a higher price to obtain just the product they need.

To conclude, we specify that the atomization in marketing is personalized segmentation or very close to individual customization. Even though it consists of a rather expensive and initially complicated strategy to implement, it is usually very profitable by allowing us to raise the prices of our products or services. It is becoming easier to reach a atomized marketing thanks to social networks and other technological tools that allow us to know and interact personally with our clients.