Many brands that are new to digital marketing think they have to compete head-to-head with their competitors to establish their brand and gain market share. As a result of this thinking, they end up spending their entire marketing budget employing the same digital marketing solutions as their competitors, but they rarely achieve the same results.
The truth is that every brand is in a slightly or radically different situation within its product category. The situation is determined by how much your brand is leading or trailing your competitors in the amount of traffic, conversions, and sales. Your digital marketing solutions should take your market position into account. You should be crafting a strategy clearly aimed at rectifying a low position and maximising a high one.
Understanding Relativity in Marketing
A small, new brand should never expect to enter a marketplace and automatically compete against the largest and most trusted brand in the product category. Those that try are simply throwing their marketing funds away.
You have to be able to recognise your brand’s position in the marketplace and employ marketing solutions that address it and take advantage of it. Years ago in the US, there were two main car rental agencies, Hertz and Avis. Hertz was slightly bigger than Avis, and they consistently came out on top in terms of the number of cars rented.
Avis started using a marketing strategy that used their “number 2” status to great effect and dramatically increased their brand awareness. They introduced an advertising slogan that stated, “We try harder.” The simple slogan positioned the agency as always trying their hardest for their customers to overcome their obvious number 2 status. The campaign was a huge success, and today, Hertz and Avis are fairly equal in brand awareness and market positions.
Partnering Gives a Brand Perspective
Partnering with an experienced digital marketing agency as well as using a marketing automation software platform like www.adplorer.com gives you the perspective you need to see your brand’s position in the marketplace clearly. The agency sees your brand as a client they’re tasked with improving the sales of. They approach the task pragmatically by using all the data and resources at their disposal. They perform research into your entire market sector to determine how high or low your brand is positioned.
By having a clear perspective of your position and what your brand needs to overcome or capitalise on, the agency gains a clearer picture of the tools to use to help your brand specifically. The research may turn up some obvious problems with your website or ad content that the agency can easily straighten out. It also may be that you aren’t seeing your brand from the proper perspective that an objective partner can offer.
Give yourself the advantage of seeing your marketplace and brand objectively. Primal is an award-winning digital marketing agency that can offer your brand a fresh, new marketing perspective. Get in touch with us today and learn more about what we can offer your brand.