Blue Ocean Strategy in Internet Marketing
Make Your Competition Irrelevant
Internet Marketing is a tough niche market. Nonetheless hundreds of thousands of people the world over fight to claim their piece of the Internet Marketing pie, and although the pie continues to grow exponentially each year, when will it reach saturation point with too many would-be Internet Marketers competing for the dollars an ever increasingly Internet savvy business market. If one is to survive and indeed thrive in this space, it really demands the question ‘does a Blue Ocean exist in the Internet Marketing niche?’.
Online marketing seems to have an almost mythical reputation for being the Walhalla of easy income; whether through owning and operating your own online service or promoting the services of others through Internet Affiliate programs. The truth of course is completely different as those who make considerable income will tell you … depending upon the type of business they operate … otherwise only if you are in their close circle of friends. If you’re just another prospect to whom they are trying to sell their latest package, well ‘nothing could be easier’ than whatever it is they are peddling.
I’ve been around the Internet since before it went commercial in the early 90’s and have been involved in Internet Marketing as it has evolved over the last almost two decades. For the sake of clarity, I’m not some so-called guru about to pitch you on my latest product. Instead I have seen what works, what doesn’t work, and what is required to make any real money and/or have a real effect on your site traffic.
It should not come as a surprise to anyone in the current Internet marketing space that hard work and determination alone will not even come close to helping you to make decent money online as an Internet marketer. Albeit these are extremely important to any sort of income online, there are simply too many people doing the same. Some are even hiring in virtual assistants (VA’s) for peanuts from one or more of the BRIC countries (Brazil, Russia, India and China) or a similarly cheap regional labour market.
In every business venture to be successful, unless you succeed despite yourself, you need a strategy. You’ve probably heard the famous quote “The failure to plan is planning to fail.” Although this is attributed to a great many people it is originally from Joe Paterno, a famous American football coach born in 1926. A good example of this is baseball. You will often notice the catcher making hand signals to the pitcher to indicate the type of pitch to throw. If you observe the coach he’ll be making even more strange hand signals to members of the team to instruct them where to position themselves to best disrupt and intercept the opposing team’s game. The catcher and pitcher, and the coach are executing their moves based on plans they have constructed before the game, and adapting them to the lay of the land as the game unfolds.
As in any sport, in business there are many different strategies. When helping a client start a new business or expand an existing one the strategy I look to the most is Blue Ocean Strategy. Blue Ocean Strategy is the strategy that makes your competition irrelevant and creates an uncontested space in which to operate, at least for a while whilst the competition plays catch up.
By now most people will have heard of the book ‘Blue Ocean Strategy’. If you haven’t read it I suggest you pick up a copy on the way home from work today. When the authors Kim and Mauborgne released this book on the world it became an immediate international bestseller. The book discusses how to create your own uncontested market in your industry space so that your traditional competition is rendered irrelevant.
“Don’t compete with rivals – make them irrelevant!” is the underlying message. Red Oceans are where businesses compete in mortal combat fighting for the same clients; the colour red represents the blood stained waters where the massacre took place. In Red Oceans sales and marketing professionals talk about situations that are either win-win, win-lose, lose-win, or lose-lose. In a Blue Ocean this terminology is irrelevant, because the competition is rendered irrelevant.
To the uninitiated, this concept begs the question ‘how is it that there is no competition?’. The answer lies in value innovation, people, and profits. If you can find the space that offers innovative value and benefits to people on both sides of the transaction, and which is profitable, you will be standing on the shores about to discover your blue ocean. The truth be known you will always find a niche in which to create a Blue Ocean when you can combine these three attributes. In Internet marketing however, regrettably all too often the majority of Internet marketers are simply busy being active, attracting subscribers to their lists and pushing affiliate products to the masses. They aimlessly do what the majority are told to do, and ultimately achieve the same lack lustre results that the greater majority of Internet marketers produce.
I am a keen observer of how successful internet marketers conduct their businesses. Then I copy the system and just make it 5% percent better. There are simple steps that I take to achieve that and that’s all I need to create a Blue Ocean space.
You can do it too, if you would take the same steps.