Signals From the Edge

By looking to sectors outside of your own and applying their approach and business logic to your offering, Challengers will be able to innovate in the same way Microsoft has here.

Consumers trust other consumers more than they do your brand. It’s a simple statement but one that should get you thinking about the approach you’re taking to your Challenger Brand marketing, and make you question whether or not you should be introducing User Generated Content, or UGC, into the mix.

For any startup, the idea of marketing can be daunting. With so much to think about, whether it’s organic vs paid search, content strategies that span social media, newsletters and blogs, influencer outreach, or SEO optimization, it can also seem overwhelming. But, in today’s media climate, it’s unavoidable and something your business should be investing in now.

While it marks another punch in a long line of fistthrows from Epic Games towards the technology mega-brands, it also acts as a pivotal point and teaching tool for Challengers. Rather than sit back and let Apple’s fee structure drive their normal narrative and settle in the knowledge that this is the way it has to be, they chose to stand up and challenge the status quo.

There’s no doubt navigating the marketing world comes with its challenges. Particularly as a startup there are a number of points to consider and questions to discuss, whether they’re about content output, paid ad campaigns, SEO, or just keeping to a strict budget.