Looking outside your digital pond for inspiration
When a new digital project or brief comes in marketers and their agencies often go online, looking for ideas and at what are the competition doing. Hardhat’s Ben Robertson argues we need to look further afield to solve digital marketing challenges.
Your competitors aren’t the benchmark for great work online.
Industries tend to move at varying rates when it comes to digital adoption and if you’re stuck focusing on yours, the odds are you’re already behind the pack.
At the onset of a new brief I invariably find myself in a room where people are laser focused on direct competitors. They’re ‘going deep’, trying to see what’s being done well and where the opportunity to do something better is. Automotive brief, “let’s look at car websites”, Banking sector “check out the big four”, FMCG brand “what are our US counterparts doing?”.
