It is a new game in marketing. Marketing rules of the past no longer apply in this rapidly changing global world. The Internet is flooded with sellers and vendors trying to sell to potential customers. Therefore to have an edge you have to stand out among the many. Niche marketing is the best way to attract customers for specific products or services.

It is hard to keep on top with tried and true marketing rules of the past. This is no longer a market and product driven playing field. Now companies are motivated towards making a product or providing a service that targets a particular niche of customers. In other words, instead of throwing out a handful of pebbles in order to hit a few targets, one rock is thrown aimed at one bigger target, the niche customer. The company diverts their marketing resources and time and focuses on the needs and desires of the targeted customers.

In order to aid your company to come up with a product or service that targets a specific group of customers it is important to use some marketing tools that are modified to be customer driven. A SWOT analysis finds the company's strengths, weaknesses, opportunities, and threats. Conducting a SWOT analysis allows a company to find their strengths and weaknesses in the eyes of their targeted customers. Will the customers choose them over another company? The analysis explores the company's opportunities and the options to get ahead. It also exposes the threats to the company. What threats keep the company from reaching its potential? This is major in this day and age as the threats are bigger than ever, especially when the company throws its product or service out into this vast global economy. That is where niche customers become opportunities. By targeting the niche customers, opportunities rise and threats diminish as marketing narrows.

Product and service, price, publicity, and place make up the 4 P's of marketing which is another marketing tool. The 4 P's of marketing have been a tried and true basis of marketing. It is true today, but with a twist; directing the energies of making a product and marketing towards the niche customer. "Products and service" are now developed with the focus on the needs and wants of that target. How the product is presented, offered, and backed up is dependent on the skills of your customer service specialists who make a tremendous impact on whether or not a customer buys the product or service. One bad interaction can lose sales.

"Price" is impacted by whether or not the product or service benefits the customer in a cost effective way. To the customer, the benefits of the purchase must justify the cost.

"Publicity" should be directed only towards the targeted niche. Finding out how the niche customers prefer to find their information is a key in reaching them effectively. Target those sources with your marketing.

"Place" is using the best distribution channels to sell and distribute the specific products and services from. You need to know your target group well to be able to find the right distribution channels or they will not find your products and services to buy.

In marketing today, the rules have changed. If you don't have a targeted customer niche, you are more than likely working too hard at trying to lure customers into buying your products or services. You are not going to get the results you need to make a profit and add value to your business. Make your company profitable by providing a product or service to a certain niche of customer. Focus your attention on them. Niche or targeted marketing are going to get the results you are looking for and add value to your company.

Learn more about this author, Annie M Manzi.
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