The New Cult of Marketing to the ‘Mass of Niches’

In the world of marketing, there is a drastic shift in mindset from mass marketing to marketing to the ‘mass of niches’. What this means is that, companies are no longer targeting masses in general, they are connecting with a niche group of masses who relate, understand, support and promote their products, services and values.

What You DON’T Need to Do	What You NEED to Do
Is to rollout mass marketing campaigns using a huge database to improve response and click through rates.	Is to identify your niche market and market at a mass scale. Make your ‘mass of niches’ as your target audience.
Is to develop sales oriented pitches	Is to build relationships
Is to create mass advertising campaigns to influence a few group of people.	Is to create a generation of best customers as your representatives.
Is to ‘push’ through outbound marketing.	Is to ‘pull’ through inbound marketing.
Is to limit your marketing strategy to either digital or offline mediums.	Is to holistically use both offline and digital marketing mediums.
Is to consider all customers good. Some of them are more inappropriate than worth.	Is to identify the right customers. Those who are best suited to your organization, objectives, values and business.

Customers have more influence, control and brand affinity than ever before. Companies need to harness this power by connecting with them. 

Wish to know how to connect with your ‘mass of niches’. Ask us how! 

Our segmented databases not only facilitate customize targeted communication, it provides you with insights into who your best and worst customers are!
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“Your worst customer is your best friend. Your best customer is your partner”, Jeff Jarvis, ‘What Would Google Do?