The Pontiflex Blog

Online Advertising and the Blue Ocean Strategy

July 6, 2009 at 6:08 pm Arun Krishnan Leave a comment

If you take the broad view, there are two fundamental challenges facing the online marketer today:

a. The economy is going through a slow down.

b. Matters are even further compounded by the increased competition.

The Blue Ocean strategy tells businesses that they should not seek to dominate existing marketers and compete over an ever shrinking profit pool. Instead they should look to identify and capitalize on new windows of opportunity.

Cirque de Soleil is an example of a company that has used the Blue Ocean strategy . Cirque de Soleil combined the pleasures of the circus with the sophisticated delights of the theater and ballet to differentiate itself from the Barnum Baileys of the world. It was not only able to charge a premium, but more importantly, succeeded in broadening its appeal to people that would have never otherwise gone to a circus.

Marketers can also use the approach recommended by the Blue Ocean strategy to break through the clutter and win new prospects for their business at a low cost. How? Here’s an article in Mediapost (written by Zephrin Lasker, CEO and Co-founder, Pontiflex) that explains just how.

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