In the dynamic world of ecommerce, it's easy to be drawn in by the allure of emulating the marketing strategies of big, successful brands. Their scale, influence, and brand recognition seem like the perfect blueprint for budding ecomm businesses looking to scale. However, it's high time that we revisit this approach and ask ourselves: is mimicking big brand strategies really the best path for small and medium ecommerce brands?
The Illusion of Big Brand Marketing Success
The first thing to note is that many tactics used by big brands work primarily because they are, well, big. They have vast audiences, high brand awareness, and a significant amount of resources to burn. They can afford to invest in expensive campaigns, celebrity endorsements, or global events that smaller brands can't. These tactics may look successful from the outside, but they are often not applicable or feasible for businesses in the early stages of their growth journey.
Embrace Your Size: The Power of Agility
Rather than trying to mirror the strategies of these corporate behemoths, smaller ecommerce brands should focus on doing the things that big brands can't do precisely because of their size. This is where the real magic lies in early-stage growth hacking.
The beauty of being a smaller brand is the agility and flexibility that it affords. Small ecommerce businesses can quickly adapt to changing market conditions, customer feedback, and emerging trends. They can experiment with novel, out-of-the-box strategies that may not be scalable, but can lead to significant early-stage growth.
For instance, building personalised relationships with customers, offering exceptional customer service, or creating a unique unboxing experience are things that may not be feasible for big brands, but can set smaller brands apart.
Choose Your Partners Wisely: Size Matters
When it comes to partnering with an agency, smaller ecommerce brands should exercise the same caution. Hiring the same large agency that a big brand has employed might seem like a surefire way to replicate their success. But remember, these agencies have honed their skills and tactics in managing big brands and their egos, not necessarily in nurturing smaller brands.
Instead, smaller brands should seek out agencies that have a track record of taking businesses of similar size to the next level. Such agencies understand the unique challenges and opportunities that small and medium ecommerce brands face. They are likely to provide more personalized and tailored services that align with your brand's specific needs and objectives.
Conclusion
In conclusion, it's essential for small and medium ecommerce brands to remember that their size is not a disadvantage, but a powerful asset. It grants them the ability to be more nimely, innovative, and customer-centric. The key to success lies not in copying the tactics of the giants, but in leveraging their unique strengths and finding partners who truly understand and cater to their needs. So, dear ecommerce brands, let's stop trying to be the next big thing and start being the best version of ourselves.
