June 07, 2007 Niche-y 
Advertising Age: Today’s Niche Marketing Is All About Narrow, Not Small
Ten years ago, the medium was still the message. Eight years ago, we could still think of the 4P’s—product, pricing, place, promotion—as essentially independent strategies. Five years ago, everyone started to buzz about customer-relationship marketing. About two years ago, we got really excited about digital-marketing tactics and started to apply them without any real strategic purpose. All this has changed.
So what’s really new about the new niche marketing? It’s realizing that while our targets have to narrow, our definition of marketing communications has to broaden. Today, everything communicates what a brand stands for, all the time.
ADWEEK: Study: Clients Want Multiple Partners
The traditional, static model of a single ad agency or a fixed roster of agencies working on a brand is being supplanted by an open-source model for some marketers.
In this model, marketers hire numerous disparate marketing partners—sometimes on a project basis—to leverage their special talents and expertise as needed, according to the report. The payoff, it adds, is communications that are more personal, speak directly to the consumer and do a better job of boosting brand perception, penetrating new markets and impacting sales.
Think personal, focused, flexible, lean expertise. Differentiate.
From Advertising Age:
It’s like the old saying: If you are on the wrong train to begin with, every stop along the way is the wrong stop.
So how do you get on the right train? Ask the niche for directions.
Contact mjr@c77studios.com.
