Digital marketing offers many strategic options for online stores, businesses and brands. One of the questions small and large businesses face is whether to initiate an offensive, defensive or a creative marketing strategy. The decision does not necessarily have to be kept over time and can be limited depending on the market and the competition.
- Offensive marketing strategy
The main idea is to attack your main competitor / competitors in their field: focus on their most important target audience segment and come up with a better value from them.
Here you should monitor the sentiment of your competitor’s customers – contentment or dissatisfaction – based on SPOQ – Social Proof Of Quality data, as they post it on their respective digital and social.
This initiative could open up an interesting marketing opportunity for you, which is not necessarily related to your product or business advantage over your competitor, but stems from the openness of your customers to hear about new possibilities.
- Defensive marketing strategy
When will a company be required to implement a defensive strategy – temporary or long-term?
Following aggressive moves by a competitor and the desire to retain market share, customer share and existing marketing advantage.
Such a strategy can also be initiated, not necessarily in the wake of a competitor’s move, but as a reaction to public criticism of the company or its products. Criticism that appears on digital platforms such as social networks, and which produces viral public anger that might sink the brand’s assets in a way that calls for a smart defense strategy.
An entry of a new player that implements a Me Too Product and Marketing strategy can also be a good reason to implement a defensive strategy that could help brands keep their position and assets.
- Creative strategy (not linked to a direct reference to the competitors)
Different is better than better.
Different thinking, different products, another target audience, a completely different business and marketing approach. This strategy is necessary when your area of activity is crowded and packed with value propositions similar to yours.
The first step in this strategy should begin with defining a micro segment that you wish to concentrate on in your new work plan. The more accurately you target your audience, the more you can customize your products in a way that suitable and relevant for it, and consequently your marketing penetration program will be more efficient.
Start with a relatively limited and highly focused audience, and gradually expand to wider ones.
Do not be afraid to work with a smaller micro-segment. Only then will you be able to form a genuine relationship with them – a necessary condition for any marketing activity.
The next step is listening – you should hear what your audience wants. What motivates it, what its needs are, whom it is influenced by, who it influences, what its adversities are, and what are its consumption habits.
Once you understand all that, it’s time to tailor a worthy value package for your selected micro-segment and choose the designated communication channels through which you will reach it.
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