As the overwhelming amount of available marketing data continues to grow, companies can target audiences with unparalleled specificity. We live in the era of the "niche," when publications, websites, and influencers are all able to reach audiences and demographics that were unknown and untapped just a few years ago.
If you thought farmersonly.com was niche, consider trekpassions.com, a dating site designed to bring "Star Trek" lovers together to mix and mingle. For lovers of early American history, the "Townsends" YouTube channel provides a window into the life of a 1700s American colonial family. Whatever the market, people and companies are discovering ways to profit from the common bonds that niche interests provide.
Since its advent, the internet has arguably been the best way to tap into various niche groups. From Usenet groups and early forums to user- and company-created blogs designed to attract a specific following, the internet has continuously evolved to improve how people connect with one another over shared interests.
Whether a company is acting as a middleman and connecting industries with certain audiences or directly interacting with its own target market to create effective, personalized content, niches are constantly being revealed. Here are a few that could open up new opportunities for savvy marketers looking to expand their influence:
Nearly every article on strategic marketing will tell you that Millennials value experiences over material goods. That means the number of adventurers and travelers is growing. Tapping into these markets can be extremely beneficial, especially in countries such as Iceland, where the No. 1 industry is tourism.
For advice, check out behavioral scientist Jon Levy's book "The 2 AM Principle: Discover the Science of Adventure." The book outlines the strategic processes of adventurers and can serve as an inspiration when you're coming up with ways to place your company within tourist experiences.
During the 2016 school year, the U.S. public school system employed 3.1 million teachers. Listening to the wants and needs of this large, influential demographic can help your company increase profits by tailoring products and services specifically to educators.
Not sure where to start? The MDR division of Dun & Bradstreet works to help companies engage with the best educators for their brands through online communities such as WeAreTeachers, WeAreParents, EdNET, and School Leaders Now.
Enlisting the help of YouTube influencers can take you further than celebrity endorsements -- mostly because these video bloggers are celebrities in their own right. Especially if Millennials are your target audience, YouTube should be one of your top marketing avenues. Forty-seven percent of Millennials are influenced by social media when making a purchase.
YouTube gurus exist in almost every genre, and the peer-to-peer connection between the users and their audiences earns more trust than promotions involving paid celebrities. YouTube also requires users to disclose whether videos contain sponsored products, which only adds to the trustworthiness of the platform.
4. Bilingual Citizens
Though English is its most commonly spoken language, the U.S. has no official language. Ethnic minorities make up 36 percent of the country, and more than 20 percent of Americans speak a language other than English at home.
There's been a push to offer bilingual packaging and signs in the United States, but with such a large segment of the population not speaking English as a primary language, the audience certainly deserves more tailored attention. Incorporating the native culture of immigrants -- as well as American culture -- into advertisements is the key, according to one study.
Don't even try to deny it: You know how influential your mother was -- or continues to be! Almost 60 percent of working mothers manage household finances, and they are often the decision makers for their whole families -- in fact, women are more likely to purchase clothing for men than men are to actually shop for themselves.
Between moms' influence and their sheer purchasing power (moms in the U.S. command $2.1 trillion in spending power), companies in a wide variety of industries should explore the possibility of tailoring their offerings to the specific needs of this vast market.
While there may be a few companies whose products or services could be made to appeal to all of the groups on this list, the odds are that a company will be better off picking one or two that represent the most potential and then seeing how these demographics respond to more targeted advertising. For example, if you run a travel agency, appealing to adventurous Millennials and advertising on YouTube may be more productive than using your budget to reach out to moms who may lack the inclination or funding to take their children to the Galapagos Islands.
If your industry doesn't seem to fit into any of these groups, don't despair -- a little research will go a long way toward illuminating ideal niche audiences that you probably never even knew existed.