Title

Developing Micro-Niche Messages for Digital Marketing

Date of Award

5-19-2010

Document Type

Capstone Project

Disciplines

Organiz. & Prof. Communication

Degree Name

Master of Professional Studies

Department

Organiz & Prof Communication

Advisor

Lora Louise Broady

Keywords

digital media; market segmentation; marketing; mass markets; messages; messaging; niche markets; social networking

Abstract

The growth of digital media requires strategic marketing changes, yet the industry is still undecided on how to best use this technology. As consumers are bombarded with both traditional and digital marketing messages, they are learning how to avoid advertisements altogether. Research into the best ways to reach consumers is in its infancy and additional research is required to determine which type of marketing messages will be most effective. In the digital world, where it is possible to communicate directly with individuals, messages aimed to the masses may no longer be as relevant to the consumer. Comparing the effects of mass marketing messages to the effects of micro-niche messages will provide a basis for future study.

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