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February 6, 2015
​Should You Pick a Niche?
When considering a new path in your creative career, you have to look at what makes sense in today's world.

Changes in technology, along with other influences, have a big impact on the growth potential for some industries and career options. Remember that every industry has marketing, advertising, public relations, digital and social media opportunities, or even entire departments. Should you get specific about the niche you want to enter, instead of remaining either broad-scoped or agency side?

Here is a look at some of the hot choices that have hit the market and are still growing, while others may prove to be a dead end down the road.

Best Career Options
Software Development. As technology continues to advance, new applications and operating systems will be needed to deal with the changes. There will be demand for those who can create systems and programs to utilize the benefits that technology provides. But someone also has to know how to apply new technologies, package them to provide better products and services, market and promote them. Could that person be you?
Healthcare. Opportunities in health care are varied and vast. From insurance companies to disease research to doctor and dentist offices to pharmaceuticals, many different entities need the wisdom and finesses of marketing and PR professionals.

These areas have the majors with the most pre-graduation job offers because the demand for job applicants is so high. New technical and clinical jobs translate to a greater need for organized and streamlined promotional efforts as well. Growth is growth, usually across the board.

Other fast-growing areas include education (especially early childhood and higher education); the health food industry; cigarette substitutes and quitting; the financial sector; and novel delivery systems. Keep an eye out for this one — Alibaba just beat Amazon to the punch, delivering orders via drones.

Now, let's look at some of the career niches you should avoid….

Worst Career Options
Here is a look at areas with little to no marketing or digital budgets:

Family Consumer Sciences. How often do you see social work being marketed? There is very little budget in this area, and you are not likely to find a promotional job, unless you are working as a volunteer (which would be great; this article just happens to be focused on earning a living).

TV, Print, and Radio. This sector, including news stations and newspapers, has been struggling to stay above water for quite some time. Their marketing and PR budgets have never been huge, but they are also ever dwindling. As people continue to move away from traditional media, jobs in web-based businesses are, of course, more promising.

Artists. This is another tough arena, partly because a few big players are involved and their industry is very insular. Beyond that, “little” artists make it through self promotion, not hiring a PR and publicity team.

It’s important to choose an area you love. If finance puts you to sleep, you won’t likely be successful at marketing it, even if you love marketing in general. Look for a niche you can get excited about, but one that also offers promising financial prospects. Don’t ignore the statistical side of job hunting.

If you want to find a career you love, one that pays well, and has reasonable job security, you need to combine your interests with what's in demand. Be willing to think outside the box and find new ways to utilize your skills.

Enjoying your job is important for your career, but enjoying it and being paid well is even better. 

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Joyce Morse is an author who writes on a variety of topics, including SEO and online business degrees.
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