A Gap Of Niche Marketing Communications Essay

A Gap Of Niche Marketing Communications Essay

Length: 1303 words (3.7 double-spaced pages)

Rating: Better Essays

Open Document

Essay Preview


A Narrowing of Niches

It was fairly common in traditional marketing, to develop advertisements that were impersonal in nature reaching the widest consumer base possible. There were no ways of identifying the suitability of particular groups of customers to any business demography beyond active research. As discussed, with new media development, customers tend to demand more and more personalized attention, which means businesses must realize that there is no one-size-fits-all solution. Especially in social media, customers have become ‘conversational’ in nature and made themselves available to vast stores of information about their interests based on their geography and demography. It is essential for advertisers to change their view of the customer base in social media towards a people-focused-arena. Niche marketing communications have become almost vital for a business to draw closer to its core audience through open discussion, media sharing and relationship nurturing. Therefore, when it comes to new media marketing campaigns, every single online communication must be unique to the audience as well as a business’s requirements.

If a company fails to appreciate this fact, their online approach is destined to fail. Social media platforms allow businesses to hyper-target the exact relevant audience they want to reach instead of buying an advertisement and hoping potential customers see it. Only by tailoring an online marketing campaign to the prospective audience, a business would be able to make the best advantage of these platforms. This creates opportunities for businesses to tailor message far more readily than was possible before.

The Social Media Revolution and More Marketing Freedom

As a low cost advertising platfor...


... middle of paper ...


...ost everything do with new media.

It is interesting fact to know, even when businesses are not in communication via new media, consumers, suppliers and competitors are communicating about the businesses and their brands. A vital quality in new media communication is curiosity - curious about various possibilities in marketing communications as tools and systems will be totally different from the ones using now. As information on new media is far reaching, vast and almost immediate, business need to understand and take necessary action on the impact it has to their reputation as well as the bottom line.

In new media era, businesses need to reshape its entire infrastructure, and rethink the way it operates as they undergo a digital transformation every day with constant technology advancements. A business-wide effort to succeed in modern-day marketing communication.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Essay about Global Communications Gap Analysis

- Gap Analysis: Global Communications The confidence in the entire telecommunications industry is diminishing. Stockholders are realizing diminishing returns on their investment and are having doubts about the industry?s ability to regain past levels of profitability. Telecommunications companies are experiencing losses due to high levels of competition for the consumer dollars available. Cable companies have been allowed into the market to provide a single provider solution for television, broadband internet, and two-way voice communication....   [tags: Gap Analysis Global Communications]

Better Essays
1718 words (4.9 pages)

Essay about Niche Marketing

- Niche Marketing This is where firms concentrate on selling to a small market, due to these costs can be kept low because of the savings made by specialization. IT is usually used by smaller firms as they can concentrate on establishing a strong image and position in their niche. Also niche markets are usually ignored by larger multinational firms, who are not interested in the low sales volume yielded by a small segment. A good example is Rolls Royce who specializes in the luxury automobile niche....   [tags: Definition Paper Niche Marketing Economics]

Free Essays
1731 words (4.9 pages)

Integrated Marketing Communications (IMC) in the UK Essay

- INTRODUCTION Over the last decade, product marketing and ways through which communication takes place between manufacturers and consumers has changed tremendously (Belch & Belch 2004). Due to the technological revolutions and the rise of innovations such as the mobile phones and the internet, control over information has shifted apparently from the manufacturer's hands to the hands of consumers (Belch & Belch 2004). The market environment has also changed due to globalization of marketing strategies, loss of confidence in media advertising, increased reliance on targeted communication methods, and media fragmentation and so on (Belch & Belch 2004)....   [tags: Integrated Marketing Communications]

Better Essays
1730 words (4.9 pages)

Essay on Gap Analysis: Global Communications

- Gap Analysis: Global Communications Global Communications is company that wants to expand it’s market and broaden its horizon like any other businesses out there. Their company is starting to diminish and there is a need to do something quick about it. In the past three years, their stock has depreciated in value and there is a great deal of competition. The head of the company has come up with a plan to revive the company, but in some cases of having a business you have to loose some to win some....   [tags: Gap Analysis Business Expansion]

Free Essays
1991 words (5.7 pages)

Gap Analysis: Global Communications Essay

- Global Communications is struggling to compete in the telecommunication industry. Management has put in place an aggressive plan that will address the company’s 50% depreciation in stock value over the last three years. Kreitner and Kinicki quote "Change begets conflict, conflict begets change" (2004). Global Communications was already facing an uphill battle because of the planned changes and they made a critical mistake by not including all critical stakeholders in the planning and implementation of these initiatives thus isolating the stakeholders and endangering the success of the plan....   [tags: Global Communications Case Study]

Free Essays
1719 words (4.9 pages)

Gap Analysis: Global Communications Essay

- This Gap Analysis will show the situation analysis on Global Communications and the company’s issues and opportunities as to move forward into the future by focusing on customer satisfaction. I will attempt to show the stakeholder perspectives of the company with the workers Union and the consumer marketing and sales division. The Gap Analysis will include and end-state vision by explaining the path in order to reach the desired goal of making the company a true global company that has a strong customer relationship....   [tags: Global Communications Case Study]

Free Essays
1868 words (5.3 pages)

Gap Analysis: Global Communications Essay examples

- Global Communications needs to address the current state of the company’s financial position in the telecommunications industry by coming up with a plan that will reduce operations expenditures and expand the company’s consumer base and market share internationally, all without negatively impacting the company’s long-term relationships with key stakeholders, and while continuing to strive to deliver an ever increasing array of high-quality services and products to the company’s end users. Situation Analysis Issue and Opportunity Identification As of late, interests in the telecommunications industry have been struggling in the stock market....   [tags: Global Communications Strategy Case Study]

Free Essays
1836 words (5.2 pages)

Essay on Global Communications Gap Analysis

- Gap Analysis: Global Communications Telecommunication companies were faced with an enormous decline in profits; Global Communication implemented a forceful plan. Global Communications, is a well known company in its industry, providing exceptional services to its’ patrons and valued its’ employees the most. However, the Senior Leadership Team has constructed a competitive plan that will single out it employees best interest. Since business communication is not effective, as it should Global Communication were unsuccessful with the implementation of the plan....   [tags: Gap Analysis Business Strategy]

Free Essays
1420 words (4.1 pages)

Gap Analysis: Global Communications Essay

- In this analysis I will present the ethical and financial problems Global Communications faced prior to senior staff introducing a two-pronged aggressive approach. I will identify the issues and opportunities faced by Global Communications followed by the stakeholder perspective and end-state vision. A gap analysis is also included for Global Communications explaining where the company is today and where they would like to be. Situation Analysis Issue and Opportunity Identification Global Communications has become aware of some uneasy issues the company will have to face....   [tags: Global Communications Case Study]

Free Essays
1750 words (5 pages)

Essay about Global Communications

- Gap Analysis: Global Communications In today's telecommunication business, companies are increasingly outsourcing to improve profitability and productivity. From reading this scenario about Global Communication, several points of interest will be presented in this paper. The scenario involves a company called Global Communication and presents various business and ethical dilemmas that this company must face to continue being a competitive force in this field. This paper will discuss the initial problem that explains issues and opportunities....   [tags: Global Communications Gap Analysis Case Study]

Free Essays
866 words (2.5 pages)