Is your niche niche enough?

Tommy Thompson, President of Inspire!, a marketing firm focusing on work with the Hispanic American market made a great point in AdAge today that i needed to pass along as it applies far beyond the Hispanic community.

In the article, Thompson reminds marketers that a niche is a lot more specific than a sub-section of culture like “Hispanics” or even “Male Hispanics 18-35″. Says Thompson:

The reality is that the Hispanic consumer is not a homogeneous group and therefore these types of broad statements won’t work for most brands in today’s changing environment. In order to effectively connect with today’s Hispanic consumer, we must understand that there are sub-segments united by common interests that make the whole. Let’s say there are niches within the niche.

This is really something a lot of marketers lose site of when targeting supposed “niche” audiences. As online content and content distribution mature, there is going to be a dearth of quality media and information available to even the tiniest of interest groups. Hyper-targeting will become a prevailing force in media and communications and big brands need to wrap their heads around this or today’s status quo of generic messaging will just continue to run thin with consumers wanting to feel like true individuals.

As Thompson’s article reminds us, brands who truly connect and succeed with consumers in the future will connect with them not through targeting broad groups like “Caucasians” or “Hispanics”, but rather on the terms by which each unique consumer defines themselves.

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