# Niche marketing: what it is and how it works · Zorraquino
> Niche marketing directs an offer and its communication at a specific market niche rather than at the general public.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/niche-marketing.html

# Niche marketing

Niche marketing is the strategy of directing an offer and its communication at a specific market niche rather than at the general public

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

A niche is a small, well-defined group with specific needs that mainstream offerings do not fully serve. By focusing on it, a brand can specialise, speak that audience’s language and compete on expertise and closeness rather than on price or volume.

The key is balance: the niche must be large, accessible and stable enough for serving it to be viable, and specialisation should not prevent later growth. For example, a footwear brand might focus on long-distance trail runners before widening its range. It differs from general segmentation, which divides the whole market into groups, in that niche marketing deliberately chooses a small one.

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Market niche](https://www.zorraquino.com/en/dictionary/digital-marketing/market-niche.html)
- [Market segmentation](https://www.zorraquino.com/en/dictionary/advertising/segmentation.html)
- [Niching](https://www.zorraquino.com/en/dictionary/internet/niching.html)