The real measure of digital marketing
I find that I repeat myself a lot. I’m continually trying to correct the same misunderstandings about digital marketing. So I thought it might be a good idea to put some of these little nuggets up on the blog.
The first one is:
Does it pass the fluffy kitten test?
Your real competition on the web isn’t the competitors in your market. It’s the rest of the Internet. If you’re trying to create an entertaining piece of online marketing, your competition is skateboarding dogs and laughing babies. If you’re producing a utility to help people find stuff in their area, your competition is every location-aware mobile app as well as Google Maps, copies of Time Out and guide books. If you want to deserve people’s attention you have to be better than all of that stuff.
Otherwise you’re going to have to spend lots of money on advertising to get people along to the piece of marketing you’ve created. And if your thing isn’t rewarding enough once they’ve got there, you may just damage your brand.