No one knows more about using the new Real-Time tools and strategies to spread ideas, influence minds and build business than David Meerman Scott. He's a marketing strategist, speaker, advisor to emerging companies, and author of ten books including three international bestsellers.
Many marketers obsess over the competitors and their work reflects that obsession. But this isn’t the best approach to communicating to existing and potential customers. Advertising frequently includes comparison with the competition: Better, faster, cheaper!
Heck, all political advertising seems to be ominous music and dark images associated with the other candidate and sunshine, puppy dogs and happy families surrounding the good guy.
Pointing out how you are different than something or somebody else is a lazy and ineffective approach to marketing.
It’s much more effective to do the hard work to understand buyers (or voters in the case of a candidate for office). Armed with that data, you then create the valuable information that will get you, your company, and your products noticed.