Niche marketing and mass marketing have many differences, the most common of which is the size of the market or group being targeted. Aside from targeting a smaller market, a niche marketer has a particular focus and knows which group he needs to concentrate on. In most cases, niche marketing focuses on markets that are not reached by mainstream providers. On the other hand, mass marketing deals with big numbers and an even bigger community. If a mass marketer targets parents, a niche marketer will go smaller, targeting the more specific group of single parents.
In mass marketing, the focus is normally on attracting as many customers as possible. The big challenge, however, lies in the fact that the target market is one whole big chunk and it will be a Herculean task just getting all the customers to like the product. Marketers will need to break down this big customer group into smaller ones. If the mass marketer’s target market are parents, he will have to find a way to create different segments, like one for married parents, another for unmarried parents, a third group for single parents, and a fourth group for divorced or separated parents. The list can go on and on as the marketer tries to look for more segments; one can be based on the parents’ age group and another can be on the financial capabilities of the parents. It’s a long and tiring process.
Now, for niche marketing, it is an entirely different process. Since the target market is already small, concentrated and narrowed down, there is no need to break down the market into different segments. The customers are already properly identified. If the niche focuses on single parents, it becomes easier for the marketer to gather information from the customers. It will be easier for him to reach out to his customers and find out what they need and what they want.
Another noteworthy difference between mass marketing and niche marketing is the fact that mass marketing uses expensive forms of media to reach out to the people. Marketers and their agencies/companies spend thousands of dollars advertising on radio and television. Niche marketing, for its part, has a budget that cannot support mainstream media advertising. The most common forms of advertising strategies used by niche marketers are the electronic mail and snail mail (post office mail). Niche marketers may also use networking for their advertising needs. Ever since the advent of the Internet, niche marketers have found it easier to attract customers. By just making sure that their website is informative, attractive, and relevant, they will be able to draw in customers who are searching for the product or services that they offer.
Taking into consideration these differences, it is therefore safe to conclude that the best option for effective advertising and marketing is the niche process. Niche marketing is the way to go for those who want to bring their businesses and products to greater heights.