With the growth of the internet, the marketing rules of products or services have turned into a series of systems now. Are there specific marketing rules for audiences residing both online and offline, let’s find out.
Be the first in the market for an everlasting impression
Whenever any business offers something entirely new to the market, it eventually enjoys first mover’s advantage over the rest. CocaCola introduced carbonated soft drinks in the market before anybody else, hence making its name memorable throughout the generations.
CocaCola’s massive success is indeed a perfect example of how consumers will always remember the very first supplier of carbonated soft drinks in the market.
If you can beat their game then make your own game
Consumers seek for varieties of categories to choose from, and there is always one company dominating a specific category with countless imitators following.
Now, the question is how to come out first in a market that has an insane level of competition?
The only two ways of surviving and thriving in such highly competitive markets are either by specializing in a specific field or launching a brand new category.
The perfect example is Apple as it had always known that competing against HP and Lenovo in the category of the notebook would be unfruitful for Apple. Therefore, in 2012 Apple launched its tablet, which is an entirely different category of notebook for the whole world. Currently, the company owns 29.6 percent shares in the global market.
Uniqueness is the key
As a marketer, it’s important to bring in something entirely new to an existing product, which helps in differentiating from the rests. If a product is not unique, consumers are likely going to forget about it.
Let’s consider Apple once again as it was not the very first to launch PC, smartphones, and digital music. However, the company still managed to dominate these sectors by frequently bringing uniqueness in every category of their products.
Stick to the old slogan
Branding becomes ineffective when marketing slogan or message changes frequently. Think about Whirlpool’s jingle that has always remained unchanged over the years.
Owning a particular message or a jingle assists customers to recall any product or service attached to it, invoking a valuable sensation in the consumers’ minds automatically.
“ADIDAS – impossible is nothing”
Jack of all trades, master of none
It is always recommended to specialize in one field instead of multiple fields leading to unfavorable consequences for any company. IBM is a prime example when it had decided to expand its product line.
Whenever a company tries to launch multiple types of products under the same brand name, it results in enormous confusion among consumers, which is not an appropriate tactic for a company.
Marketing rules are always flexible as businesses are always adopting the best strategy depending on the type of market. However, the aforementioned rules are always at play for a really long time.
- Rule number one: is the product under a new category or is it necessary to make a new one?
- Rule number two: is there a specific message or a jingle that helps customers remembering?
- Rule number three: is there any redundant expansion in the product line that could confuse consumers?