Digital marketing: what big brands can learn from start-ups

Established brands embarking on digital marketing must think like start-ups: this means taking calculated risks and being innovative in order to connect with consumers.

Digital marketing: what big brands can learn from start-ups

Arthur CeriaCreativeFeed

Almost a decade ago, Adam Morgan wrote his book Eating the Big Fish to help challenger brands compete effectively against industry leaders. Fast forward ten years: the little fish are now setting the rules online, and some big fish are floundering.

Risk - calculated risk - is key to success online. There's no need for complicated metrics to prove this point. Logic tells us that with so much content clamouring for attention, offering something new, authentic and genuinely interesting is the only way to...

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