Niche Blogging or: How I Learned to Stop Worrying and Love Market Fragmentation

Due to the nature of digital technologies and platforms the nature of communication has fundamentally changed. The digital world has five characteristics: speed, adaptability, adjacency, scale and precision (Brinker, 2016). These five characteristics inherent to digital communication have forced the very nature of marketing to adapt, to become helpful and relevant or be ignored by Consumer 2.0 and their self-determined, fragmented markets.