What is it?
Emergence of new segments (in a previously homogeneous market) which have their own distinct needs, requirements, and preferences. These fragments reduce the effectiveness of mass marketing techniques and erode brand loyalty.
It’s one of the unintended consequences of so much technological advancement and media accessibility in such a short period of time. Traditional outlets like print, television and radio have seen their core audiences divided, diminished and siphoned off by a dizzying array of rapidly-evolving new platforms. Technologies such as online video, social networking sites, blogs, mobile apps – to name but a few – are interactive, ubiquitous and, for the most part, free. The proliferation of technology has provided an “open-source” means to target consumers at the niche level, with very precise messaging. However, successfully reaching those audiences with any degree of effectiveness or predictability seems to have become an elusive goal.
The consumers of today are interest-specific and have extremely short attention spans. While media has been democratized, the science of marketing is no less esoteric than it’s been in times past. As matter of fact, leveraging value from the myriad of constantly evolving new media spaces has grown exponentially complex – even for those who specialize in these areas. For this reason, hiring a publicist with a long track record of proven results is no longer an option – it is a necessity.