Ultimately, the way in which companies advertise to one another is imperative to a brands sustainability. A brand must have to show their products, cascade information about themselves, while differentiating their products from competitors; a job in which is not easy to do. Luckily, through new mediums and platforms for social interactions companies have been able to do this and more during recent times. Akin to this, they have also been able to create new ways of advertising, including the ability to have company rivalries with one another as a fun way to bring both product awareness and differentiation to a consumer. One of my favorite marketing strategies as a whole! Here we can see a company or brand showing anthropomorphic qualities which can cause a likeability reaction among consumers.
While these brand initiatives might be fun to be a part of or watch, the real question is, do they actually satisfying the many layers and parts of a fundamentally sound marketing strategy? To answer this question, lets breakdown these campaigns through the 5 Domains of Digital Transformation!
Customers: Reinvents the marketing funnel because it is not a traditional way that a marketing strategy would be conducted. Uses core marketing strategies in a way in which is more engaging for an audience or consumer.
Competition: Absolutely shows a competitive nature by pitting rival companies against each other. One could argue it gives press and reach to the company one is fighting against but ultimately makes up for the press given by the reaction or returned spotlight.
Data: These commercials or initiatives are usually ran through online mediums that can easily be tracked using certain platforms like google analytics and measured with KPI’s such as pageviews, clicks, retweets, likes, etc.
Innovation: Never before have we seen brands “Team up” in ways quite like this. Innovatively communicating perfectly what their brand stand for, and why their products are better than the competitors, in a way that stretches over multiple platforms and media outlets.
Value: The value in this marketing strategy comes from being able to fire on all cylinders. These advertisements and initiatives create ways to: raise brand awareness, communicate a product, display product differentiation, and a fun twist to include a consumer in the fun.
With this in mind I think it would be safe to say that rivalry marketing is here to stay, and actually will continue to be one of the more fun and effective ways companies will go viral in the digital world. I cannot wait until the next couple of suitors can hash it out on social media or a new commercial.
1.) What are some of your favorite rivalries?
2.) Do you think commercials that include rivalries are great press for both companies?
3.) Do you think commercials or companies that have rivalries are ones worth buying from?
4.) Do you think creating rivalries addresses a fundamentally sound marketing strategy?