“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” –Peter Drucker
The goal behind every advertising and marketing tactic is to reach the people, and digital is no exception. You have to appeal to user’s needs, interests or concerns in order to spur an action: a click, email, call or visit.
Just as everyone has different learning styles in school, consumers process and receive messages in varied ways. Targeting new niche markets means delivering your key message through alternative methods. The ad that resonates most with working parents, for instance, will not leave a lasting impression on a teenage boy. The same goes for targeting individuals versus businesses.
The first step in reaching out to your target audience is understanding why and how they play a role in your strategy. This incorporates psychology, which you can read more about here.
Using that information to your advantage in advertising is crucial, as it can be incredibly cost-effective. You are only connecting with people who could possibly be captivated by what you have to offer. This takes into account geo-targeting, keywords, and ad placement.
Each group requires a new advertising twist. Dove provides an excellent example of an effective way to target women in their “Real Beauty” campaign. They focused on raising visibility by incorporating a relevant cultural issue dealing with societal norms. A campaign targeting women that didn’t fare so well on the receiving end is that of “Bic For Her” pens. The ads prompted a variety of sarcastic responses, as illustrated on AdWeek.
Both examples further hone in on the importance of voice awareness within advertising. In a world in which the internet is cluttered with content, you don’t want to be counted out before you’re even given a chance because a user is offended or confused. Your message should be clear and engaging.
Another aspect of niche marketing is assessing your competitors. Knowing how they are communicating with specific markets will help you to understand what is working and what isn’t. Maybe there’s a gap you need to fill in: markets that have been forgotten or content that isn’t being properly advertised. Take advantage of that at the right time and you may become the go-to source!
For more industry-specific information, check out our How We Connect section.