Niche Product Marketing:Embracing Innovation in the Social Era
ForewordBefore search engines came in, reaching out to prospective customers was an expensive affair.Fresh products were a relative rarity because few businesses could afford the marketingexpenses to fight the incumbents. Small businesses could at best fight the bigger players at thelocal level. Specialty designer boutiques survived on lower volumes by setting relatively higher margins per sale and catering to exclusive local clientele. Other “I don’t want to be a smaller businesses survived in regions where large players had small fish in the ocean. not yet made their presence felt. I am the ocean!” The coming of Google changed everything. Finally businesses of all sizes could fight alongside each other for consumerattention, based purely on the merit of their products- not capital. Genius overtook corporatebureaucracy almost overnight. All you had to do was build products that consumers neededand they would seek you out. Search engine optimization and adwords became necessaryknowledge tools for the online marketer. And the marketing world forgot all about “needarousal”! “I have an 85% bounce rate… myBut what about the niche players in unborn SEO says I must write content tocategories? How would you optimize your site to match the popular keywords”sell a product through search if nobody even knowsthe category yet?The newer startups offering niche products in unborn categories are being convinced by the‘SEO gurus’ to boost hits by broadening their content. The result? A gradual dilution of theniche! Ambitious products are steadily evolving into generics attempting to claim the rabbit’sshare of the lion’s market.But now the niche is making a come-back. The era of search is now getting replaced by a morepowerful one- an era that brings people and minds together, reshaping marketing thought. Theera of niche businesses in niche markets- the era of Social Media!