This blog post argues that most companies don't create their own digital marketing ideas, they just improve incrementally on others or mimic what's being done by tech start-ups. While I generally agree with this statement (although it's a sad fact), I think this fails to acknowledge that the companies who really stand out in the digital space do try new things. One of the benefits of digital is the ability to experiment and optimize. Companies that are open to the idea of this new frontier and exploring the 'wild west' are often able to create a lot of buzz and value for themselves.
This blog also makes the critical point that companies win online by staying close to their customers/consumers. This has been and will continue to be true--perhaps now more than ever. It doesn't have to mean you forget the 6 P's it just means you start with the 3 C's!
Read the full blog post here: http://adage.com/article/digitalnext/fast-follower-digital-gameplan/238606/
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