In today’s increasingly digital world, reaching your brand’s target audience has never been easier. With so many distribution and advertising mediums at our disposal, we can now get our brand’s name and likeness to the other side of the world in a few clicks of a button. However, this accessibility is a double-edged sword since it means your competitors can do the same just as easily! At the same time, consumers are getting oversaturated with promotional material and their attention spans are perpetually decreasing. With that in mind, it should be clear that marketers need to change their approach. That is where narrowcasting proved to be the best solution!
This article will take a closer look at what narrowcasting is, how it differs from traditional broadcasting, and how it can help you grow your business. Finally, we will also take a look at the most effective ways to get started with narrowcasting and reach your target audience quickly.
Without further ado, let’s get into it!
According to Merriam Webster’s online dictionary, the definition of narrowcasting is the following:
“Narrowcasting is radio or television transmission aimed at a narrowly defined area or audience (such as paying subscribers)”
However, this definition is a bit outdated since the term has actively been used since the 1940s. The better way to define narrowcasting would be media, content, information, or advertisements aimed at a narrow audience.
This process of creating content and products for a small group of people began with subscription-based radio shows back in the late 40s. Nowadays, there are nearly endless audience targeting possibilities thanks to the internet and contemporary technology!
These days, narrowcasting is also known as targeted or niche marketing. That entails promoting one’s product to specific audiences based on their location, preferences, past actions, and much more.
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The term broadcasting means the opposite of narrowcasting. It entails delivering information, media, or content to broad audiences, usually through television and radio signals or the internet. Although broadcasting used to be the go-to advertising method for brands worldwide, much has changed over the years.
Targeting broad audiences isn’t as effective as it used to be back when mass media was in its infancy. Nowadays, advertisements are everywhere, and it’s harder than ever to get your consumers’ attention and keep it. That is why aiming for narrower audiences is the most effective approach in the 21st century. Doing that allows you to better meet your consumers’ needs and focus all your efforts on engaging them and driving conversions. Luckily for you, today’s technology has made this easier than ever. Now anyone can start with narrowcasting without much hassle!
Let’s take a look at some excellent examples of modern-day narrowcasting.
Although even simple actions like choosing which social media network to build a presence on would fall under the umbrella of narrowcasting (e.g., LinkedIn for B2B, TikTok for marketing to millennials, etc.), the examples we chose to list are a bit more specific. Here are a few narrowcasting examples almost anyone can start using immediately:
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Let’s reiterate and highlight the most notable benefits of narrowcasting. These should make it clear that narrowcasting is by far the best approach to growing one’s brand in today’s digital age.
Despite these overwhelming positives, there are a few potential downsides to narrowcasting worth mentioning, though.
If you decide to embrace the narrowcasting approach when promoting your brand, be wary of these potential issues.
As long as you plan your strategy accordingly and keep track of your campaigns’ performances, you shouldn’t have trouble avoiding these problems. Just make sure to take them into account when planning!
Now that you’ve learned everything you need to know about narrowcasting, you’re probably wondering — how do I start? Well, there is no single correct way to do that, as your method of choice should depend on your business goals and needs. However, we must say that you can’t go wrong with focusing on one particular medium — video.
Why? There are many reasons, but let’s list the most notable ones:
If the above reasons sound compelling enough to give video marketing a shot, we can give you some tips to get you started. Before you set off on your first video marketing campaign, check the article below to learn how to build your first video marketing strategy!
But what if you’re more interested in learning about video advertising? Don’t worry; we’ve got you covered! Give the article below a read if video advertising is more your forte.