Exante Striker I - Strategy Building with Predatory marketing approach

How competitive is your strategy in the wild, confusing digital environment? With competitors constantly skirting your borders, it’s no easy feat to stand out from the crowd. To create a strategy that can penetrate the market and capture customers, you need to have useful data, and use that data to strike where competitors won’t see you coming.

Making a decision is always a momentous occasion.
The Exante Striker web books are meant to reshape your mindset in achieving business success with inbound marketing and related techniques.

 This particular Striker will be one of the most challenging, yet rewarding, way of business life you can take.

 

If you keep your mind open to discovering how the process works and faithfully follow it, you will surely reap the returns. 

 

Your competitors are likewise striving to keep you in check. Are you going to let that happen and let them take what’s supposed to be yours? 

 

Exante Striker will change that. You are embarking on a journey that will transform you from being the hunted, into a hunter. Welcome to the Predatory Marketing Approach.

 

To do this, you’ll have to first change your mindset. 

 

Competition is too tight? Overcome them with a solid strategy.

Big competitors are way too ahead? Overcome them with a cunning strategy.

Fast-rising startups overtaking you? Overcome them with a strong strategy.

 

It’s natural to feel afraid, cautious, or sceptic, but if you let it take the wheel, you and your team will be stuck behind competitors. You don’t want that. 

 

So feel the pressure, and use it to change your circumstances and build a business strategy that exploits your competitors’ strengths – derive advantages and use them to your own gains. It’s doable. All you have to do is do it. 


Goal 1 :

Adapting to the environment: from Prey to Predator
Let’s start by aligning your organisation and team to the Predatory concept
Understand the mission

Learn about the fundamental principles and advantages of the Predatory Marketing Approach, and why it is advantageous to use in today’s competitive world. This article will help you grasp the important concepts in using this method.



Experience the concept:
Book a workshop

Nothing beats having a first-hand skills training session with the experts. Schedule a keynote and training session from Exante Digital and we will give you more than just key takeaways – we’ll make sure your team is prepared with an understanding and the right tools to gather data


From here, you’ll have the basic understanding of what Predatory Marketing is – and how to ethically use it. Predatory marketing isn’t about enslaving the market, nor is it about driving smaller businesses bankrupt. .”


Now that you have an idea of what you have to do, it’s time to look inside and assess yourself first, and assess where you are in your segment. You can conduct a simple SWOT (Strengths, Weaknesses, Opportunities, and make a profile of your business first before searching for your competitors to compare against.

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Goal 2:

Identify your competitors and their strengths
EXPLORE HOW

There’s a saying in nature that “two tigers cannot live in the same mountain,” and even in business, it rings true. In a given area or category, there’s usually one top player that serves as the benchmark of success for other businesses of the same line, and this player outperforms its competitors by owning a solid share of the market.


If you’re the competitor rising to the top, you first need to identify who are competitors of your own level, those below, and those above you. More than just positioning, you will need to know what aces your rivals have up their sleeves.

To do this, you should research your category and potential competitors, and gather data using social monitoring and social listening tools, which can be accessed through social media, surveys, and research agencies.

Using these tools, you must collect information and create competitor profiles based on their marketing image and performance.

Once you have these necessary data, you can create a picture of them and their foremost marketing weapons, as well as the stakes they can lose and you can gain. Their most powerful product, service, or marketing technique will reveal its downsides when analysed thoroughly.


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Goal 3:

Analyse their strengths, and find a weakness from it
EXPLORE HOW

Once you have summed up your nearest competitors and created an organised collection of their profiles, you can start breaking down what makes their strength a valuable proposition. As you go along, you will notice how you can break it down and use those weak links to your advantage.

A little lesson from history:


When the Mongols first attempted to conquer China, they were deterred by its greatest defensive strength: The Great Wall. However, their leader, the conqueror Genghis Khan was wise enough to know that even the greatest fortress have weaknesses, and used the strength of the Chinese fortifications to outsmart them.

Similarly, every business strength has an area that is weaker than the whole or could be considered its Achilles’ Heel.


One case study that could be said as a great example was the downfall of Nokia and the rise of Apple in the mobile phone industry. Apple, then a fledgling with nothing to its name in phones, took a curve ball and threw Nokia out of the picture.


The innovative company took advantage of the one thing Nokia thought its size can absorb: disruptive innovation. Within a few years, Nokia fell from grace as the world’s leading mobile phone manufacturer as Apple ushered in a new era of phones, along with a new competitor too: the Android alliance brought to life by then-rising internet name, Google.

Whereas Nokia might have offered buyers a myriad number of models to choose from, the new iPhone by Apple had features that far outclassed all of Nokia’s, and provided a new user experience. It is a fine example of how one glaring weakness amidst all of Nokia’s strong points brought its glory to shambles.

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Goal 4:

Create a value proposition that exploits your competitor’s derived weakness
EXPLORE HOW

Case study: How Google overturned Yahoo in the battle of information search


A great example of how a focused value proposition can overturn a competitor’s key strength is in the victory of Google versus its older and bigger competitor, Yahoo!. In the early 2000s, Yahoo’s infrastructure had become an established model that out-delivered its competitors, carrying various features and products on its website on top of its main product, which is web search.


Google however, focused on improving on the stagnating main product of Yahoo!, the web searching, and went on to create a search platform that is way more efficient that Yahoo’s. It resulted in the scene overturning in favour of Google, as its competitor could not keep up with the efficiency of Google’s search features, which also brought it sweet victory from investors.


When creating your strategy, you should keep in mind not to copy your competitor’s strength but use your own – creating an Inbound (link) effect – and utilising the weak point in their strength as a component of your strategy, such as how Google used Yahoo’s against it.

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Goal 5:

Executing your strategy
EXPLORE HOW

After developing your plans and making sure all bases are covered, it’s time to execute the plan. Now you have to create an implementation strategy – a plan on how you will carry it out – which should include the specific what, when, and why’s.


Things to consider:

  • Communications channels – social media, traditional advertising, below-the-line marketing, and other efforts
  • Timing and steps – is it a one-time deployment, or over a calendar schedule?
  • Objectives – What component or purpose will each deployment fulfil?

The next step after all that brainstorming is making sure your teams are equipped with the right mindset and tools to carry out their assignments, on other words, to make them a culturally conditioned workforce (link).


When creating your strategy, you should keep in mind not to copy your competitor’s strength but use your own – creating an Inbound (link) effect – and utilising the weak point in their strength as a component of your strategy, such as how Google used Yahoo’s against it.

Executing your strategy makes up half the effort, and should be taken with equal consideration and care during planning.


For example, in creating and implementing a content marketing strategy, you should be aware of the digital environment factors aside from overcoming your competitor’s advantage. Studies have shown that a current trend among marketers is to create content for multiple audience segments, with 3 segments being the most common number they deliver to.

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Goal 6:

Monitoring and continuous adjustment
EXPLORE HOW

So you’ve got the ball rolling, and watching how the spectacle of your strategy unfolds. It’s no time to relax yet.

To be sure that your strategy is performing as expected or better than anticipated, it is a good practice to create and maintain a monitoring scheme. This activity gives you data and feedback from customers, and reveal any potential improvements you can add that will further give value to your customers.


You can also use social listening and other insight-generating tools provided by social media platforms themselves or third-party research agencies. Exante can also provide help in reporting results from strategies you have created with us.


Many effective data-gathering tools are powered by Artificial Intelligence (AI) and machine learning, which can also power some aspects of your strategy implementation. These AI tools can generate reports, charts, and graphs you need and compile them into easy-to-understand formats to give you a comprehensive review of your results. Of course, for a price.


Once you have seen that the strategy and its implementation is going successfully, all you need to do now is be ready to make changes or adjustments depending on the movement of your competitors. You wouldn’t want your share of the hunt going to someone else, and neither should you let them take your next.


For an expanded process and different experience on Strategy Building with a Predatory Marketing Approach, you can always call us at Exante and book a workshop or discussion with our in-house experts. Together, we can craft your custom strategy that will turn the tides in your favour.

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How Much Does It Cost?

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