There is a phrase you’ve probably heard: “The riches are in the niches.” What this means is that if you narrow the focus of your company, you can make more money. It seems counterintuitive because you want to service everyone. But you need to narrow your focus to a particular demographic.
Here’s an example: If you break your ankle, are you going to go to your PCP to do an X-ray and put a cast on it? No, you want to go to an orthopedic surgeon. You want a specialist to take care of this.
It’s no different here at Array Digital which is why we’ve been rethinking our business. Our clients want an agency that knows their business inside and out; they want us to already know the specific challenges they deal with.