"Blogs could end up providing the perfect response to mass media’s core concern: the splintering of its audience."
That’s one of the closing salvos to THE article on business blogging so far this year. Mass media is archaic. Reaching a mass audience is no longer a viable marketing strategy. Now, the mantra is "It’s the niches, stupid."A man I admire and respect (in spite of the fact he is not a blogger), the "godfather" of internet marketing, Ralph Wilson, uses the analogy of the Wailing Wall in Jerusalem to talk about how niche-marketing is where it’s at.
Look at the Wailing Wall from a distance and all you see is a massive, monolithic structure reaching, to use Ralph’s term, "to the sky."
Look at it more closely, however, and you see numerous cracks — niches — in the wall. Look even more closely and you see slips of paper inserted in these cracks. (Prayers of the pilgrims) Filled niches.
Some marketers are still trying to reach the entire wall. As a small businessperson, you don’t have that kind of budget. Instead, thanks to the "splintering" of today’s audience, it’s the niches that need to be filled.
That’s one primary reason blogs have become a useful marketing strategy. Blogs attract niche audiences. Smart marketers will take advantage of this factor and hitch themselves to the blogosphere’s wagon.