Working With Your Competition

Working With Your Competition
Scott Lachut, PSFK Labs
  • 11 february 2009

As a follow-up to our post examining the Top Ten Big Brands in Social Media, we felt that strategist and PSFK friend Mike Arauz‘s ideas on working within the online space were both thoughtful and timely. He begins by making the claim that where the internet is concerned, everything is your direct competition which reminded us of this quote from Lorne Michaels when recently asked about the competition for Saturday Night Live – his answer “Guitar Hero.”  

Needless to say, the rules have changed, particularly when you look at the microcosm of the web as an experience in and of itself. From the video of “David After Dentist” on YouTube to the latest celebrity scandal on Perez Hilton and perhaps most importantly in Arauz’s estimation, the personal relationships we manage through social networking sites like Facebook and MySpace, our attentions are constantly being vied for by a variety of sources.  Combine this with the fact that college students only visit an average of seven websites a day – most often the same ones – and the ability to drive visitors to your site is further compromised.

And while creating a stand-alone experience on the web is certainly not a lost cause, Arauz suggests that working within these pre-existing environments might be the smarter way to go.

Brands need to focus on creating experiences that live within the domains where their audience already spends the most time.

Those experiences need to be native to the domains. Users need to be able to discover the brand organically. They need to be able to interact with the brand in a way that is natural within each online environment.

And those experiences need to be so compelling that your audience seeks them out (that they are either something that they want to find, or something that their friend wants to tell them about).

Mike Arauz: Your Competition is Everything On the Internet

[image via 20somethingfinance]


Machine Printer Uses Coffee Drips To Create Intricate Portraits

Arts & Culture
Technology Yesterday

Why Nest Doesn't Get The Holidays

PSFK founder reacts to the damaging effects of poor email marketing

Children Yesterday

Robots Could Be Joining Dubai’s Police Force In 2017

The real-life RoboCops can salute, shake hands and collect traffic fines


Get PSFK's Related Report: Future of Automotive

See All
Travel Yesterday

Parka Hides And Charges Portable Devices

Bolt is a jacket that lets people carry and charge their various electronics without the need for an outlet

Related Expert

Peter Corbett

Bringing to life the Online/Offline

Food Yesterday

Yelp's New 'Yelfie' Feature Lets Diners Take Selfies

The update is designed to encourage people to attach a selfie when they share their experiences

Design & Architecture Yesterday

Build Your Own Savory Cheese Advent Calendar

A British food blogger has created a guide to building a different kind of holiday surprise

Fitness & Sport Yesterday

Floating Gym Concept In Paris Is Powered By Your Workout

The proposed design from Carlo Ratti Associati lets passengers ride a stationary bike as they travel through Paris along the Seine River


Future Of Retail 2017
Transformation Strategies For Customer-First Business

PSFK Op-Ed november 22, 2016

Digital Strategist: Why “Big Sensing” Is Key To Retail’s Future

Bud Caddell, Founder of NOBL, shares why the most capable and useful asset in any retail environment is the workforce

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Syndicated Yesterday

What Does The Future Of Android Look Like In A World With The Pixel?

Google’s decision to make its own phone might have looked like a blow to the likes of Samsung but the reality is much more interesting

Retail Yesterday

Customer Service Expert: Why Offline Retail Has Better Data Than Online Retail

Healey Cypher, Founder and CEO of Oak Labs, shares why we should be thinking about the physical store as an e-commerce site

Fashion Yesterday

Alexander McQueen Designs A 3D-Printed Umbrella

3D-printed fashion arrives in time for the winter season

Work Yesterday

Why Training Associates To Be Advocates Is Key To Retail Success

In our Future of Retail 2017 report, PSFK Labs discusses strategies to prioritize customer service, which begins with associate advocates

Media & Publishing Yesterday

Netflix Creates Binge Candle To Celebrate A New Season Of Gilmore Girls

The streaming service developed a special layered candle that creates candle with episode-specific smells


Future Of Work
Cultivating The Next Generation Of Leaders

Arts & Culture Yesterday

Interactive Film Tells A Story About Living With Cancer

A moving song written by a father of a cancer patient comes alive in a 3D environment

Automotive Yesterday

Audi And LEGO Exhibit Autonomous Vehicle Installation

The installation at Design Miami explores the 25th hour, which represents bonus productive work or play time

No search results found.