Niche audience
Technology and many industrial practices changed with the post-network era. There is a new drive for niche audiences because audiences are now in much greater control of what they watch. It is very rare to have a substantial audience watch a program at once, with few exceptions such as American Idol, the Super Bowl and the Olympics. Still, networks do target particular demographics. For example, Lifetime targets women and MTV targets youth. In this context of greater viewer control, networks and production companies are trying to discover ways to profit through new scheduling, new shows, and relying on syndication. This practice of "narrowcasting" also allows advertisers to have a more direct audience for their messages.[3]In the fashion industry a growing trend is to have shop-in-shop setups where large stores promote niche brands inside to draw in new demographics. [4]
Online niche marketing
An often used technique for affiliate marketers is Internet-based niche segments of larger markets. Niche websites can be developed and promoted quickly to uniquely serve a targeted customer base, giving the affiliate a small but potentially continuous source of revenue. This technique can then be repeated across several other niche websites. A wider niche is harder to market as the expense of online advertisements increases according to the popularity of the keywords used (on Adwords and YouTube, for example).Some niches may become saturated with marketers, increasing competition and thus reduce the slice of the pie available to each competitor. One solution is to find smaller, "undiscovered," but still profitable, niches, usually by searching out the best keywords to target. These lower cost keywords are called long-tailed keywords, as in the long tail of secondary keyword phrases that usually follow the main keyword in popularity of number of searches conducted by internet users. Because some are so obscure as to have few or no clicks per month, the trick is to find the right ones to target.
See also
- Demographic profile
- Market segmentation
- Mass marketing
- Precision marketing
- Psychographic
- Target market
References
Look up niche market in Wiktionary, the free dictionary. - The pronunciation of "niche" is most commonly either /niːʃ/ or /nɪʧ/, see entry at Merriam Webster Online
- Britten, Fleur (2006-09-29). "New meaning for the term 'niche market'". NY Times. Retrieved 2012-07-05.
- Lotz, Amanda D. (2007) The Television Will Be Revolutionized. New York, NY: New York University Press. Ch. 3
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