Marketing Trend: Hits to Niches

This is marketing trend #7 in a series of 14 marketing trends adapted from Seth Godin’s book Meatball Sundae. Previously in this series: Cheap or Best

In the Old Marketing, everything was geared to creating mass market, best-selling, block-buster hits. If you didn’t have a hit you’d failed. Think movies, toys, books, fashion, food, music.

In the New Marketing, Chris Anderson’s Long Tail demonstrates that niches are king. Amazon profits more from the thousands of books that sell up to 100 copies a year than it does from the handful of books that sell in the thousands. The biggest selling product in most categories is now ‘other’.

Consumers are demanding more choice. We can use our computers to create that choice, and the Internet lets us distribute it efficiently and cost-effectively.

Your new goal is to create little pinkies and lots of them; lots of profitable niches. Instead of creating a generic marketing book, write one for beginners or for the experts; write for the online market or for self-storage operators. Profit from your niches.

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Source

This is from the Book Rapper issue Marketing How-Now that is derived from Seth Godin’s brilliant book Meatball Sundae.