Take a closer look at niche marketing and you may be rewarded with a whole new group of loyal customers. Chrome Systems' GM explains how you can get started.

A growing trend we saw in 2007 was niche or targeted marketing, and this trend seems primed to take off in a big way in 2008, especially in the automotive industry.  Automotive dealers and vehicle portal selling sites are fighting for sales, and one way they've found to differentiate themselves from the crowd is to hone in on a niche market and then use advertising, innovative website design, search tools and comprehensive vehicle data to draw in consumers and turn them into loyal customers. This type of marketing can pay off in a big way, as advertising dollars are aimed at exactly those websites, social networks and organizations that cater to a target niche. Three major niche markets that we've seen stoking this trend, in the automotive industry and multiple others, are women, "green" or environmentally conscious consumers and alternative lifestyle advocates. 

The first group, female consumers, makes up 51 percent of the population and wields enormous purchasing power, yet this group has often been poorly targeted outside of traditionally female markets. Not anymore. In the automotive industry, check out websites marketing to women like CarTango, the first female-focused matchmaking site that allows women to share information, and research and purchase vehicles in a no-pressure environment. Realizing that women often purchase vehicles for lifestyle reasons -- they have children so need extra room and superior safety ratings, need excellent gas mileage for a killer commute, etc. -- the site offers tools like the Car Soulmate Survey for the perfect match between vehicle and needs, and acts as a conduit between shoppers and dealers to relieve much of the anxiety of purchasing a vehicle.

In the financial industry, Suze Orman is rapidly emerging as the go-to source for women with personal finance and investing questions. An author, host of her own television show, magazine and online columnist and resident financial expert on "The Oprah Winfrey Show," she's found her niche, and her six best-selling books prove women are listening, and buying.

The explosion of green products, services and organizations in 2007 seems destined to increase in 2008. Al Gore may have brought the plight of the planet to the forefront with his "An Inconvenient Truth," but global consumers are making green thinking more than just a flash in the pan, and companies are taking note. It is worth noting that many companies are taking the lead in green buying, and many B2B marketers have been caught off guard by carbon concerns. From Greenshopper.com, an environmental superstore and online community of green shoppers, to EVO.com, the site to visit for everything from detailed hybrid vehicle information to home furnishings, environmentally conscious consumers have a wealth of information and products to explore. 

Alternative lifestyle advocates are using the internet to put their dollars towards companies and services that support their interests. Gaywheels.com is an automotive resource that delivers information about gay-friendly automotive companies and facilitates commerce with gay-friendly companies throughout the entire vehicle buying process. The Gay Financial Network provides valuable financial and legal resources for the gay/lesbian/alternative lifestyle community including personal finance, investing, insurance, real estate and career advice. 

With niche marketing on the rise, should you suggest it to your clients? There are many potential benefits and pay-offs from targeting your marketing, including better clickthrough rates, because content is narrowly targeted and specific; increased visibility, since fewer companies within an industry target very specific groups; and longer impressions or face-time with consumers, since a site that captures a consumer's specific interest will hold attention longer than generic sites. All these benefits translate to additional opportunities for advertisers. In addition, niche groups tend to be loyal and to reward companies for their attention by choosing their products and services. 

People tend to congregate and interact with others who share their interests, values and beliefs. The internet is making this easier than ever before and is opening up lucrative opportunities for advertisers and companies. Take a closer look at niche marketing in 2008 and you may be rewarded with a whole new group of loyal customers.

Peter Batten is general manager of Chrome Systems. Read full bio.