Why is it important to get into new marketing channels early before they get crowded?

Think of marketing like fishing—you need to go where the fish are biting. New marketing channels are like uncrowded fishing spots where you can catch a lot before everyone else arrives. The key is spotting where attention is moving and getting there quickly to test your approach before competition floods in. Marketers eventually ruin everything by overcrowding successful channels, so being early gives you an advantage. You’re not changing your fundamental marketing skills or your product, you’re just moving your efforts to where the attention currently is.

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Asked by synthesized from teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2017-06-02