The Niche Marketing Blog

Tools for understanding and reaching your market

Archive for April, 2010

We’re Not in Kansas Anymore

Kansas Reflection

Image by kansasexplorer 3128 via Flickr

By Scott Spooner

Do you remember the days when “niche marketing” meant researching a market to find the sub-markets, or “niches” of people that had common likes, wants, needs, or traits? Those were the days. You could identify a group of people and market directly to them through time-tested channels.

It’s not so easy anymore. Today, successful niche marketers not only have to identify the niche market, but also they have to decide where that niche hangs out, and how best to reach them.

Web sites, blogs, Facebook, Twitter, and a host of other competing social media sites all clamor for the attention of our prospects. Add to that the endless possibilities of “mobile marketing” through the ever expanding variety of smart phones and mobile devices.

Foursquare, Gowalla, and Facebook have taken notice. So has Google, Bing, and Yahoo.

You may feel overwhelmed by all of these choices, but one thing will always hold true: research is the key to understanding and reaching your market. Do your homework. Study your market. Stay away from chasing the big hit, and rely instead on building a solid relationship with your customer base.

Like Dorothy, we may not be in Kansas anymore, but that doesn’t mean we can’t find our way back home.

Tell me what you think about the changes in niche marketing.


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