Marketing experts understand the importance that differentiation plays in the success of their business. Depending on the differentiation tactics that you choose to implement, you can create a winning scenario for your business, improve the image of your business in the eyes of your customers, and boost your bottom line significantly. In a world where original ideas are few and far between, to differentiate yourself from your competitors is becoming increasingly more important as well as more difficult.
But what exactly is differentiation?
Essentially, this is the process of setting your enterprise apart from your competitors through factors such as price points, choice of distribution methods, and packaging, just to name a few. Differentiation guarantees you customers of high value and makes your business more distinguishable in the marketplace.
Here are the ways that marketers can differentiate their businesses from the rest of the competition. Keep in mind that there are so many more methods, but these are just some of the methods that I’ve seen people use to become successful in a saturated market.
- Differentiation based on products
This is the most visible differentiation tactic that marketers can use to differentiate themselves from the rest of their competition. It includes creating an impression of physical differences among your products and may take the form of features, superior specifications, efficiency, and several other forms – the list is neverending. This is an area that B2B marketers normally put a lot of their effort into, and in most instances, has been proven to deliver exceptional results. Why would you choose Louis Vuitton over Kmart? Because of the differentiating factors that Louis Vuitton has successfully implemented. The biggest difference between these two companies is what sort of image you are trying to create. Louis Vuitton doesn’t need a large product line, because one of their products already provides an aura of quality. How often have you seen someone’s belongings and when you saw the brand “LV”, you felt that they were wearing high quality clothing? On that same note, how often have you seen someone wear clothing from Kmart and felt the same? The difference between these two is quality vs convenience, both have differentiated their markets in different ways.
However, even with the great results that this method of differentiation offers, it’s a short-lived tactic.
- Differentiation based on service
Differentiation based on service covers various aspects that include superior customer service, better user experience, training, and speed of service. The quality of service could also be a huge differentiating factor. Why would you choose to go to a 5-star restaurant instead of the restaurant located at the corner that always smells off? You’re paying for food regardless, but the quality of the service clearly matters.
- Differentiation based on digital marketing
Digital marketing is the new big thing in the world of marketing. Businesses can differentiate their services or products based on this. There are several web-based tactics which when appropriately employed, can lead to significant achievements for your business. However, to understand what differentiation can help achieve and the best way to differentiate yourself from your competition, you need to be trained on the best marketing methods. There are reputable courses that can teach you all of this. The best digital marketing courses are insightful and can help provide all the invaluable knowledge and skill that can lead any business to success.
- Differentiation based on the distribution
Professional marketers can use channels of distribution to differentiate their business from their competition. Distribution can offer availability or coverage, access to top-grade expertise, and ease of ordering, among others. But for enterprises that face a fragmented market, it can be hard to reach new customers without bringing in a distribution function that works. In some scenarios, master distributors, retailers, or specialty dealers could be used to ensure that the product reaches the end-users.
Moreover, you should understand that there are many methods that you can use to differentiate your business from your competition, but not all of them offer the same results. Some of them are more effective than others. Also, there are those that marketers can implement easily while others are somehow cumbersome. Consider your options, make decisions, and stick to them.
The most important thing in digital marketing is all about separating yourself from your competitors. In a world where information is so readily available, it’s becoming increasingly difficult to come up with original ideas. Many businesses have now reverted to taking existing ideas and making them better and reducing profit margins on those ideas. While profit is a big indicator of a good digital marketing campaign, the essence of good digital marketing is also an art. Coming up with an original idea that somehow makes the world a better place is the biggest motivator for most successful digital marketers. No one in this industry thinks “I am going to be rich, so this will be my primary driver for change”. You have to think originally, and out of the box. I hope this article has helped you in your quest to differentiate yourself from other digital marketers!