We spent the past 15+ years bringing together technology and marketing to help consumer brands discover secret marketing efficiencies and break-throughs. Many of these brands became the products and services you use every day. They disrupted huge markets and took on the brands that had been considered untouchable. Discovering these unknown marketing strategies allowed them to engage customers and rapidly change consumer behaviors. Technology made the formerly impossible possible. Think about how you now buy groceries, shop for homes, hail a ride, or find new jobs.
The marketers who discovered these methods quicker won and those who didn’t continue to this day to lose market share.
You’ve probably noticed that as search, social, email and other digital channels become more mature the first move advantage disappears making it harder to find competitive advantage. We noticed this pattern accelerating over the past 4 – 5 years. We quickly learned from our CMO and marketing friends that we weren’t the only one’s feeling the pain.