Merely an idea based on a question I was asked.
It was about how innovation changed the nature of competition in business. And whether or not innovations in the marketing space allowed entrepreneurs to pick where and how they do battle with their competitors.
Typically I don\’t think about it in those terms. As the owner of an Plymouth based online marketing company I use everything from SMS Campaigns, QR Code Campaigns and mobile marketing to Twitter and call tracking.
But I do not about it in terms of the competition. My motivation is more to do with engaging with prospects and others that are on the fringes of being interested in what I do.
So what did I answer? Does innovation in the marketing space let smaller companies choose how they compete?
In one sense yes, you do have a choice. In reality small companies trying to reach out to potential clients have plenty more options than ever before to achieve this goal.
This does not imply that you actually get to select how you compete and I\’ll explain why.
If you define your actions as a reaction to rivals you\’ll always be playing catch up.
Lets say you have three local competitors and one uses Twitter, one uses Facebook and one uses Mobile Marketing.
Would you try to push ahead of the rival that uses Twitter by using Facebook?
What about getting ahead of the one that uses Facebook by using Twitter?
What about getting in front of the one which uses Mobile Marketing by using PPC?
If you concentrate on marketing in terms of one-upmanship, your point of view and driving motivation becomes twisted, misdirected and overly simplified.
Don\’t think that by doing what others aren\’t you will instantly get ahead. Using marketing innovations to compete effectively takes more that just jumping on the bandwagon and doing things because others aren\’t.
When possible fight the urge to over simplify how and why you use innovative marketing.
Rather than thinking of new marketing channels as a silver bullet to help you move in front of the competition, think about them more holistically.
The question you should ask yourself is how innovative marketing will help you develop a better relationship, reputation and rapport with existing and prospective customers.
If this is your primary motivation, you will stay focussed on being a more solid business and will not become so distracted by what your competitors are, or are not doing.
By Stephane Kolinsky owner of Springboard Outsourcing, a corporation that delivers, mobile marketing and QR Campaigns. Also a mobile web site development agency, Plymouth, Devon.