As a marketer, it’s not uncommon to feel tempted to emulate the marketing strategy of another company you admire.
While there’s nothing wrong with drawing some inspiration from great companies, there’s a big risk involved with following someone else’s footsteps: they may be at a different point on the path, or might be on a different path entirely.
Or they might be drunk, and moving in the entirely wrong direction. (Hey, even the best companies make marketing mistakes).
This brings up something every marketer should consider before developing a marketing strategy: the state of the industry you’re trying to enter. Continue reading