Digital marketing: Smarter campaigns

Jonathan Richman

Every day, marketers and their agencies try to devise their next big digital marketing programme: the websites will be visited by millions, their iPhone app will rise to the top of the Apple store, and videos will go viral.

Digital marketing: Smarter campaigns

Jonathan RichmanPossible Worldwide

LET'S FIRST try to understand why it is so difficult to make something that people even notice these days. When we marketers sit around and devise our plans we like to analyse our competition. It makes sense. Who is doing what? Which products have advantages over ours and which have weaknesses? When we do these exercises, our definition of ‘competitor’ is usually pretty narrow. You can't account for every product in the world in your SWOT analysis after all.

While it may be appropriate to narrowly define our competitors when we're...

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