Your objective: Stand out, differentiate yourself from your direct and indirect competitors.
Your challenge: You launch a great concept of a campaign, or on your website and weeks or months later you see something similar your competitor is now doing.
Your exercise: Go through all your current campaigns, website and landing pages that use stock images, and make sure your competitors aren’t using anything similar.
Some of you may remember the graph with the curved arrow on our FutureNow homepage. For those of you who don’t here is a screenshot:
When we first launched the new design of our website in June of last year no one was using anything exactly like it and then several websites and campaigns used something similar like this banner on the MarketingExperiments homepage:
I have seen several other similar ones as well. You should expect that a relevant and appropriate will resonate with other businesses as well. So we knew when we updated all the content on the FutureNowInc website this past week that was one of the images that was yanked. There are a couple of other stock photos courtesy of ShutterStock on the website, and hopefully they’ll remain unique to us for a while.
The main takeaway: unlike rotisserie chicken, you can’t “set it and forget it” when it comes to online marketing.