A Digital Land Grab
In any business, every advantage becomes commonplace sooner or later. What happens after that is everyone starts competing on price.
The way you win in this scenario is if you manage to grab enough land (or audience) to leverage before anyone else.
A good example of early “land grab” is Netflix.
When they started, they were about the only ones offering video streaming. And they were smart enough to realize that their competitive edge is going to be their own content – because the big studios are going to create their own streaming services and take their content off of Netflix.
So Netflix started creating tons and tons of original content – starting with House of Cards. And their gamble paid off. They’re now entrenched in the streaming space. With over 70 million subscribers in the United States and more than 182 million subscribers worldwide… they’re the 800 pound gorilla in the room.
We’re not saying they’re going to be around forever – that’s just not how things work in the Internet age – but others are playing catchup right now just because Netflix was there early and they knew where the market was headed.
How do you “pull a Netflix” in digital marketing? How do you entrench yourself for years to come in an industry that’s been around for a couple of decades but still isn’t dominated by just a handful of players?
You align your forces with others who want to do the same.