opportunity 94 of 150   Differentiation is one of the keys to driving down the cost of marketing. It is certainly one of the keys to effective marketing and maximising return on investment in marketing.   Marketing costs increase as differentiation diminishes.   Without differentiation, it is all about shouting louder and louder, and hoping […]

opportunity 94 of 150   Differentiation is one of the keys to driving down the cost of marketing. It is certainly one of the keys to effective marketing and maximising return on investment in marketing.   Marketing costs increase as differentiation diminishes.   Without differentiation, it is all about shouting louder and louder, and hoping the consumer will pick you. With differentiation, it is all about being, and being seen to be, more relevant to consumer needs than alternative products or businesses.   A strategic competitive advantage underpins the capacity of a business to differentiate and to do so in a sustainable manner.   Strategic competitive advantages fall into three broad categories:   price product niche   A business and/or its products can be differentiated on price, and all too many, like Virgin and Coles, take this approach, adopting new distribution channels, streamlined delivery, simpler designs, outsourcing, or re-engineering to…