Today Kevin discusses niching for a certain segmentation of the market. We’ve never been niched at Array Digital.
Niching is when you focus very narrowly on a specific clientele or product. As an example of a niche, if you’re a clothing company you may only create hats. Maybe just baseball hats. And that’s it.
Compare that to segmenting which would mean you make all types of baseball clothing – shirts, hats, etc. You’ve focused on the baseball segment. You may provide similar clothing for other segments such as for basketball.
At Array Digital we work with lots of different types of clients, but we work mostly with B2C clients. As we’ve begun to segment we found we had a lot of clients in the following segments; medical, real estate, retail, and home services. We have a lot of experience in these areas, and they’re becoming specializations. The question is, Should we segment for these specializations?
Do you niche or segment? If so, let us know.