Are There Hopeless Situations in Marketing?
Take a look at the chart below and think, how one should behave when the market seems to be already completely taken and the whole world sees you as a failure.
The correct answer: don’t create a „me too“ product. Think outside the box and create something completely new and better. Be different or die
Being different is the most important element in marketing
Learn from Google Plus
After failing with a „me too“ product Google Buzz, Google knew it had to get into social networking business and started working seriously. Here is the result – their new project (social network?) got 10 million users with only 16 days and is growing fast.
Google found Facebook’s weaknesses and made them it’s strengths. Facebook’s user management is rudimentary and very few people use that. In Facebook, your posts are sent out to everyone of your friends by default. In Google Plus they only go to the people you choose to send them. Circles as the tool to manage your contacts is visual, innovative and allows more flexibility than Facebook. It was one of the first things people noticed in Google+.
But Facebook already had a friend list grouping function a long time ago? Okay, Facebook has had it for a long time, but only about 5% of Facebook’s users actually use it. You don’t always have to invent something new, but you can also turn your competitors weaknesses into your strengths.
Google+ Circles brings user management to the front line and make sure you can separate business and pleasure.
- Be different or die! Exactly the way Google Plus has made itself different from Facebook.
- Think of different solutions to old problems and create something that runs circles around the incumbent offering. Google+ is not the second Facebook or Twitter. It’s different. It’s #1 there. The name of the category could be „socialnetwork with cloud services“ (Gmail, Google Docs, Youtube, etc).
- Never lose hope. By acting smart you can find a new ways to be different and take a bite out of your competitors’ market share.
PS. Google Plus is a great example, but only time will tell if Google+ is going to be the Facebook killer. Some say that Google+ could get to 100 million users in 3 months. The difference is there. Now they should just continue in the same direction – being different and offering new solutions.
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