Why niche marketing is working
At ETI, one of our specialties is building tourism brands. With this territory comes years of knowledge experience and the means to maintain them when trends emerge. In recent years, niche marketing has grown in popularity, here’s our take.
Niche marketing refers to marketing to a pre-defined, often hyper-specific audience based on certain characteristics. Tourism brands have latched onto this strategy and many market to their audiences based on interests. Here’s a few reasons why this trend is growing:
1. Higher chance of reaching audience – In today’s digital age, breaking through the social media and digital “clutter” can be difficult. That’s why social media platforms are creating more advanced promotion tools to help advertisers market to very specific groups of people, even based on interest. This direct, more specific marketing practice has much higher rates of reaching people who are more likely to engage, instead of aiming too largely at general populations.
2. Battle of keywords and SEO – On the flip side of our last comment, access to the internet has never been higher and continues to rise daily. People now know that if they enjoy something, chances are there are others out there who enjoy it too, so they turn where any modern person would: Google. Destinations and travel organizations have figured out that if they cannot continue to fight each other for top search results in large keyword searches like “beach” or “mountains” or “restaurant”. So instead, being the first result in a number of niche markets can often earn greater visibility among audiences.
3. Endless possibilities – With niche marketing, there is no end to the possibility of emerging niches to choose from. From large markets like honeymooners or destination weddings, to smaller niches like bird watching the possibilities are endless. Tourism brands have a number of demographics data and interests to choose from when selecting the best fit for their marketing campaigns. After all, could we expect anything less from 2018?