- The 22 immutable laws of marketing online android#
- The 22 immutable laws of marketing online windows#
Just being the market leader doesn’t translate to knowing what a changing market wants.
Even stations that find themselves on top of the Nielsen charts must sleep with one eye open in world where leaders can be easily be BlackBerried.Īnd that’s why Ries and Trout’s 20th law might still be worth considering: The Law of Success, which states that winning often leads to arrogance and arrogance leads to failure. But today’s consumers are looking for value, convenience, quality, entertainment, and surprise – not necessarily in that order. That doesn’t necessarily mean a Blockbuster or Yahoo! ending, but it suggests that success can be fleeting.įor radio as in industry, it’s a reminder that all those decades of service, consistency, and loyalty count for something. As any veteran of the business knows only too well, a new competitor can co-opt a playlist or steal a popular personality and wreak havoc in a heartbeat. Pandora – about to launch its own streaming service – is a good example of what can happen to a market leader that fails to tap into the changing demands of the consumer, as playlist services like Spotify have forced Westergren and company to alter their model and respond.įor radio stations, the speed at which loyalties change must be respected. And you have to believe Zuckerberg remembers only too well how his social network toppled the once-mighty Myspace. His awareness of his competition and what he needs to do to stay on top is as good as we’ve seen from a CEO in any business sector. This is why Mark Zuckerberg continues to push Facebook so hard. When startups can pop up and become players virtually overnight, disruption and “the new new thing” trump familiarity and loyalty. One of the things we’ve learned in spades during last decade or so is that market leaders have no lock on owning the market. These days, it’s elusive and often short-lived, and for that we have the Internet and the innovation it has spawned to thank. So it's time to put down the Ries and Trout book and get serious about the transience of dominance. One of the most memorable quips was uttered by Research In Motion co-founder, Mike Lazaridis, who “dismisses the idea that RIM can be beaten in the market it practically created.” He no doubt carried around an autographed copy of “The 22 Immutable Laws.” In BlackBerry’s case, they believed that immutable law.
The 22 immutable laws of marketing online windows#
All the other players, including Microsoft and their Windows phone, are gone.ĭigital Tricks for DJs In this webinar, we'll show you some online techniques that every radio DJ should know.
The 22 immutable laws of marketing online android#
As you can see on the chart back in 2009 – just seven years ago – BlackBerry held more than 40% of the market while Android was just getting going.
Just a few short years ago, market leader BlackBerry pretty much owned the space. (Note this is worldwide and not the U.S.).īut it wasn't always this way. Combined, they now control better than 99% of the smartphone market. Business Insider recently published this Statista/Gartner chart that shows the two-horse race dominated by Apple (iOS) and Google (Android). That pretty much sums up the smartphone race as well. But we barely remember these earlier search engines because Google has left them in its dust. Before there was Google, there was Yahoo! and Lycos and Netscape – all of whom beat Google to market. Just ask Marissa Mayer who will soon be departing Yahoo! as it is being prepared for sale to Verizon later this year. It’s become even easier to knock off the market leader.
That may have been the case for General Motors, Kodak, and Woolworths back in the 1960s, but in today’s world, being better is better than being first. And that being first makes it oh-so-difficult for competitors to take you down. Many category killers have made their living based on this axiom that getting there first makes up for a litany of vulnerabilities. The Law of Leadership, which stated that it’s better to be first in a category than best in that category. If you doubt me, look at Ries and Trout's very first immutable law that sets the tone for their entire list: Because in the disruptive Internet Era that has eaten the world, all bets are off. I think you can start violating most of them. In fact, the subtitle of the book was “Violate them at your own risk!” Written by the famous positioning gurus, Al Ries and Jack Trout, this little handbook became a Holy Grail for marketers, programmers, and strategists. Over the years, we have talked about the famous marketing book of the ‘80s – “ The 22 Immutable Laws of Marketing” – in this blog and how it has helped shape radio broadcasting strategy.