Digital Generation, Brand Loyalty & Blue Ocean

Lately, I've realized that Blue Ocean Strategy in digital market will only work when you already have a very strong innovation/positioning to claim. Either the mother company must have an acute positioning or the brand itself needs to acquire the most popular category of target consumer first. The realization actually occurred after a session with the head of digital marketing for Robi Axiata Limited. He pointed out that in case of digital communication pitch, the media plan comes forth ahead of the content. I partially agree that right targeting is more important to figure out the cost of the opportunity but content is the king here which can shoot the cost per click much lower.

However, this content and budget both actually needs to target the cream market first as most consumers of digital products aren't much loyal and they shift faster than ever. Looking into the future, we see brand loyalty will suffer a huge setback without non-imitable innovation in this market. The cost of educating innovative product will be much higher than most products available in the market.

On a safe mode prompt, start with point-of-parity, the cost of targeting would be marginally high as others would be targeting the same population too. Tapping into blue ocean would be the brightest idea once the brand has a ground to stand and develop a niche market to create some loyalty.