To win in the current online competitive arena, you have to think in two separate battles:

I. Scale; building adequate reach to be amongst the top channels and be considered for larger advertising

campaigns.

II. Monetize; then you’ll be facing the challenge of generating revenues from your website and this will be

mainly by acquiring advertisers.

The two battles should be in fact managed through set of sub-battles:

1- Targeting: this is the very first step that enables you to scale your website users. Targeting will not help you just to

build your scale, but it will help you offer your advertisers to reach specific segments in terms of demographics and

behaviours.

2-Content: content is the key for attracting higher value audiences and maintain their loyalty as a web users to your

website. Remember the golden rule “Content is the King”.

3-Service: after targeting the right audiences, providing them the right content, you will need to keep them active on

your website by providing them with an ever evolving set of services … RSS, pools … etc.

4-Innovate: this is mainly to win advertisers and get them to use your website as a channel to allocate their

communication budgets. The best example of innovation is the Facebook advertising module … the module that

helped everyone to start online advertising and provided them with very specific targeting options.

5-Service: this also relates to winning advertisers, but this is about providing them with basic set of services including

research, measurement and analytics tools … etc.

©2013 Ossama ElBadawy www.emarketing-egypt.com

Competitive Strategy in Digital Ages

Scale Monetize

Service

Content

Target

Innovate

Service