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Competing in Competitive Markets

Posted on 3.28.2007
How do you compete, or even make a small impact, against major players in a competitive market? Well if you're smart (and you are because you're a subscriber of Website Magazine) you take a page from the playbook of LonelyBloggers.com - a dating website struggling for attention in the saturated dating market.

LonelyBloggers.com considered CPC keyword advertising but realized that in addition to the often out-of-reach keyword prices, advertising in this day and age must be more compelling than text link ads alone. In the end, Lonely bloggers opted to go viral with their message and has produce a 7 episode, 40 minute video series called LBTV  that can be watched in it's entirety on YouTube.

Why are marketers so interested in video as a viral promotions tool? A few reasons actually. Videos have a longer "shelf life" than other forms of advertising, often existing much longer than a paid advertising campaign for the associated cost and with broader and more focused distribution. The reason for that increased and targeted distribution is that videos can be shared across the Web easily, which means your brand gets a boost well after your official campaign has completed.

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