Applying Blue Ocean Strategy to digital marketing

How to create an uncontested market place by repositioning your brand in the digital world A number of well recognised brands have disappeared over the last few years such as Blockbuster, Woolworths, Compaq, Republic and Jessops all recognised brands who at one stage were market leaders. So what s the common thread of these well-established traditional retailers not managing to re-invent themselves as a digital brand? Dont find customers for your products, find products for your customers; putting the customer at the centre of the conversation by interacting, engaging and using their feedback to steer new opportunities to satisfy and delight users (e.g. Threadless, Apple, 37Signals). The removal of the us v them mentality and building one to one communication with their customers through the use of social media. Digital disruption Start-ups who were prepared to take on the big brands and re-invent traditional markets by eliminating running costs, reducing value chains and doing with


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