The Death of Niche Marketing

  • 1 min read

There is a great article in today’s Boston Globe Ideas section about the shift from targeted demographic market segmentation to one that in more post-racial, “United Nations” style and more all-inclusive in its approach. It’s along the lines of the bi-racial, melting pot society that America has become.

There seems to be a shift away from marketers developing separate strategies and separate creative executions for each individual demographic group. Many marketers are creating commercials where the ethnic make up is indeterminate allowing the viewer to fill in the blanks with their own ethnic projections.

According to the 2000 Census, 6.8 million Americans belong to two at least two racial groups. With 43% of this group under the age of 18 and other studies pointing towards the increase in inter-racial marriage, the racial blurring on America is truly happening.

As Warren Beatty put it in the movie, Bulworth, “If we all fucked each other, we’d eventually end up the same color”. Whether a country where all people are the same color is better off then a country that is multi-color is open for debate but that is what is happening demographically.

Marketers have realized this and are experimenting with an “anti-niche” approach to marketing. Is this the sure fire way to go? You decide. Read the article as it offers viewpoints on both the niche and anti-niche approach. It’s thought provoking.

Picture of Steve Hall

Steve Hall

RECENT ARTICLES
Uncategorized

Lazy people who become highly disciplined often practice these 10 simple habits
Uncategorized

People who light up every room they walk into usually display these 8 subtle behaviors
Uncategorized

10 little things to start doing now to get ahead of everyone else in 5 years
Uncategorized

People who are naturally quiet but highly observant usually display these 8 subtle behaviors
Uncategorized

If a man feels proud to have you in his life, he’ll usually display these 9 behaviors
Strange

Dad Uses Hot Daughter to Sell Car on eBay

Load more

TRENDING AROUND THE WEB

I spent years going to every event I was invited to and smiling through every surface-level conversation because I believed that wanting to be alone instead was a character flaw I needed to correct — and then one day I stopped going and discovered that the life I’d been treating as a consolation prize was actually the one I wanted

I spent years going to every event I was invited to and smiling through every surface-level conversation because I believed that wanting to be alone instead was a character flaw I needed to correct — and then one day I stopped going and discovered that the life I’d been treating as a consolation prize was actually the one I wanted

Global English Editing
I watched my best friend’s mind go quietly dim in her mid-60s and my own stay sharp into my 70s — and the difference between us was not genetics or luck but the fact that she retired from everything the day she retired from work, and I never fully understood until then that the mind takes its instructions from the life and not the other way around

I watched my best friend’s mind go quietly dim in her mid-60s and my own stay sharp into my 70s — and the difference between us was not genetics or luck but the fact that she retired from everything the day she retired from work, and I never fully understood until then that the mind takes its instructions from the life and not the other way around

Global English Editing
Psychology says the relationship between an elderly parent and the one adult child who does everything is one of the most psychologically complex dynamics in any family — and the resentment that builds in silence is almost always mutual

Psychology says the relationship between an elderly parent and the one adult child who does everything is one of the most psychologically complex dynamics in any family — and the resentment that builds in silence is almost always mutual

Global English Editing
Psychology says people who constantly set goals but never start them aren’t procrastinating – they’re protecting themselves from the possibility that trying their best might not be enough

Psychology says people who constantly set goals but never start them aren’t procrastinating – they’re protecting themselves from the possibility that trying their best might not be enough

Global English Editing
Psychology says people who cannot tolerate silence, solitude, or an unoccupied evening aren’t extroverts — they’re people for whom stillness has become dangerous, because stillness is the condition under which the things they have been outrunning are most likely to catch up

Psychology says people who cannot tolerate silence, solitude, or an unoccupied evening aren’t extroverts — they’re people for whom stillness has become dangerous, because stillness is the condition under which the things they have been outrunning are most likely to catch up

Global English Editing
Psychology says the reason some people can recognize a face from twenty years ago but forget a name from twenty minutes ago isn’t a memory problem — it’s an architecture problem, and the architecture was built this way long before you had any say in it

Psychology says the reason some people can recognize a face from twenty years ago but forget a name from twenty minutes ago isn’t a memory problem — it’s an architecture problem, and the architecture was built this way long before you had any say in it

Global English Editing
Load more