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Under existing paradigms a marketer might group together a target market with individuals who have similar demographic or other similar characteristics. Instead of targeting an individual with a certain set of attributes, a marketing campaign may focus on various tribes or groups of people with certain characteristics and these groups can be small enough to meet all the conditions of the movements in the new marketing environment.
The most successful niche tribes are the ones whose brand or product is at the center of the tribe. The product or brand itself can serves as the basis for a group organization. Jeep and Harley Davidson are perfect examples of how tribal marketing can provide the foundation for a breakthrough marketing strategy that creates the most loyal customers that can be found. Some of these products are can even become deeply entrenched into consumer ideas of their own...
For example, when a person joins the "Jeep" tribe then that tribe becomes part of their identity -- they might describe themselves as a "Jeep" person. Creating such a relationship will be the future of marketing for many products; especially as the niches continually get smaller and smaller as companies continue offer more customization.
Works Cited
Alioto, M. (2009, September 30). What Post-Recession Behavior Means for Marketers Today. Quantitative Foundations and Business Applications, pp. 34-36.
Clemons, E., Nunes, P., & Reilly, M. (2010, May). Six Strategies for Successful Niche Marketing. Quantitative Foundations and Business Applications, pp. 126-129.
Cova, B., & Cova, V. (2002). Tribal marketing: The tribalisation of society and its impact on the conduct of marketing. European Journal of Marketing,…
Works Cited
Alioto, M. (2009, September 30). What Post-Recession Behavior Means for Marketers Today. Quantitative Foundations and Business Applications, pp. 34-36.
Clemons, E., Nunes, P., & Reilly, M. (2010, May). Six Strategies for Successful Niche Marketing. Quantitative Foundations and Business Applications, pp. 126-129.
Cova, B., & Cova, V. (2002). Tribal marketing: The tribalisation of society and its impact on the conduct of marketing. European Journal of Marketing, 595-620.
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