AdWeek recently looked at the new niche-market products that are now on the market due to the access that social media provides to these communities. Traditional marketing models put products out there with mass market appeal, but now that social media allows companies to identify and communicate with small markets, new products are rising in popularity. The article uses the line of Gluton Free products which they have marketed almost exclusivly digitally:
“We felt that this was a product that was going to be marketed almost entirely digitally,” said Kelli Ask, interactive-marketing manager at General Mills. “We knew this was a group of very passionate consumers, always talking to each other and looking for solutions.”
Read the full article here.