Digital marketing: what big brands can learn from start-ups

Arthur Ceria

Almost a decade ago, Adam Morgan wrote his book Eating the Big Fish to help challenger brands compete effectively against industry leaders. Fast forward ten years: the little fish are now setting the rules online, and some big fish are floundering.

Risk - calculated risk - is key to success online. There's no need for complicated metrics to prove this point. Logic tells us that with so much content clamouring for attention, offering something new, authentic and genuinely interesting is the only way to get people to pay attention. So, rather than basing a digital campaign on what one's competitors have already done, think like a start-up who can't reinvent the wheel because that particular wheel doesn't yet exist.