What is niche marketing?

Niche marketing refers to the strategy of targeting a specific and well-defined segment of the market. This approach recognizes that certain groups of consumers have unique needs and preferences that are not adequately addressed by broader marketing strategies. By focusing on a niche market, businesses can tailor their products, services, and marketing efforts to meet the specific demands of that group, often resulting in stronger customer loyalty and less competition.

When a company adopts niche marketing, it concentrates its resources on a particular audience rather than spreading its efforts thin across a wide market. This helps in creating specialized offerings that resonate more deeply with the identified segment, as well as in developing more effective marketing messages that speak directly to those consumers' interests and needs.