Marketing Factoids

  • Of those people that recently made consumer electronics purchases in a store, 80 percent visited the store's website first. - Nielsen Online survey source ›
  • V users watch more TV than before (127 hrs, 15 min per month) and also spend 9 percent more time using the internet (26 hrs, 26 min per month) than they did last year source ›
  • Unaided ad awareness for podcasts was an impressive 68% on average (compared with industry benchmarks of 21% for streaming video and 10% for television) source ›
  • more factoids ›
SEP 2007

Think Big†

To win market share, don't try to influence what brand of product people buy. Change how they use the product in the first place

Wall Street Journal, September 15, 2007 — In today's fast-moving marketplace, companies typically compete by improving their products in small ways. They make them visually more attractive, or more reliable, or less costly. Maybe they tinker with the marketing.

The result is predictable: Competitors make a countermove — and in the end, market share moves slightly, if at all.

In thinking small, though, companies miss out on the chance to win big. Instead of trying to influence what brand people buy, they should be focusing on what people buy.

Category: Innovation
Tag: Innovation Strategy

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