I'm a big fan of niche marketing. I guess you could say niche is my niche. Normally, even when I work with a client who has a very broad audience, I'll start by breaking it down into smaller niche segments. Why? Niche audiences are passionate audiences. It's a bit more work up front, segmenting, analyzing, listening to the audience, taking the time to find out what each group is in to, where they spend their time, how they interact. The constant information stream generated by social networks, tools and technologies make locating, listening to and communicating with niche audiences possible on much more granular levels than ever before. If a brand can appeal to a niche audience, and authentically engage them with content that appeals to their affinities, that brand reaps the rewards and will realize a much higher ROI than traditional wide net tactics.
Niche is pretty sweet |
Submitted by Jackie Peters on Sun, 05/11/2008 - 23:54
What's Happening in the World of Interactive Marketing |
Submitted by Jackie Peters on Mon, 03/24/2008 - 21:48
I just attended the OMMA conference in Hollywood. It inspired me to speculate on the future of online and interactive marketing; what's coming up in '08 and what's down the road. Several things strike me and inspire me. For instance, GM announced this week that it will dedicate half of it's $3 billion budget to digital and one-to-one marketing in the next three years. Wow. According to a recent survey by Prospero Technologies 90% of marketers who already use social media are planning to increase spending. Marketers say they are seeing their objectives reached or exceeded, even though they do not always have methodologies and metrics for measurement.
Brand Immersion |
Submitted by Jackie Peters on Sat, 04/01/2006 - 04:08
Brand immersion is the result of an interactive marketing campaign. Encourage your target audience to interact with your brand on their terms, not yours. Give them something useful, something meaningful, something that provides them with entertainment. Content must be useful within the context of how and where it is delivered. Consider mobile content vs. online content. How and when are people using their mobile phones? What is the context? This should determine the nature of the content that gets delivered.
Brand immersion is about pull, not push, it's about encouraging your target audience to become emerged in your brand. Provide them with the tools, information and entertainment that they find valuable, and you will succeed in immersing them in your message.
