Think Small to Grow Your Business: Creating Micro-Niches Using Resonance Marketing

Abstract

The Internet has made it relatively easy to start a new business. It is now possible to go after target markets that are extremely small. Resonance marketing can enable a small business to find new market niches and charge premium prices. The advantages of using resonance marketing to target micro-niches are discussed. The organizations that will thrive in the extremely competitive Global Internet Age are the ones that know how to be resilient and can adapt. This often requires using resonance marketing and going after several micro-niches rather than staking everything on one large market segment.

Keywords: micro-niche, resonance marketing, target markets, mashups, multicultural marketing, film industry, publishing industry, military, small business.

JEL Classification: A22, A23, D81, G18, G21, I20, L20, L21, M14, M19, M31, Q20, Q38