If you are a marketer, you can't ignore differentiation. Differentiation is not just about differences from the competition--it's differences that your customers care about. Without some kind of differentiation, marketers don't have much to talk about. And talk they do. Every kind of advertising is based on some kind of marketing message--most about differentiation. But how does the Internet change the way marketers discuss differentiation? Does the Internet allow more differentiation? Read on.
The biggest difference between digital marketing and other kinds of marketing is that with digital, you have unlimited space. You can always write one more paragraph on a page. You can add one more click to the story. You never run out of time or space, as long as you can hold someone's attention.
The Internet gives you a way to tell your story in more depth.
For many products, this is a gift from God. Complex products that could never be explained in marketing materials can now be fully described. That means that no matter what aspect of a product that a customer might be interested in, the story can be there. Just about any differentiator can be explained.
And it's not just complex products. Even simple products might possess differentiators that only a few care about: Scotts Tissue disintegrates in septic tanks. It will never make the commercial, but it is an important feature to some people. Online, you have the room to tell them.
And if this technique seems a bit lengthy and wordy to you, it doesn't have to be. Whether it is behavioral targeting, website personalization, or other methods, all that differentiator verbosity can be distilled into the one that matters. Technology doesn't quite fulfill that promise today, but wait. It will be here soon.
So, don't be afraid to tell your story. To segment to the smallest segments that are profitable. Because each segment has a differentiator they are waiting to see. All you have to do is show it to them.Originally posted on Biznology Blog
Mike is an expert in search marketing, search technology, social media, publishing, text analytics, and web metrics, who regularly makes speaking appearances.
Mike's previous appearances include ClickZ Live, RKG Summit, Ticket Summit, Webdagene, the CiTE conference, and the Forrester Marketing Conference.
Mike also founded and writes for Biznology, is the co-author of the best-selling Search Engine Marketing, Inc., and sole author of Do It Wrong Quickly, named by the Miami Herald as one of the 11 best business books of 2007.