Integrators, Aggregators and The Correlation to Business Success
STORY INLINE POST
If I asked you, what is the factor that determines a business' success, what would you say?
Some may say that it is linked to earning a lot of money by selling a lot. Others may say that being successful is having everything you want. These definitions may be accurate to some extent but I would like to introduce you to the concept that today’s businesses must always consider when measuring their success: user experience.
By providing the best user experience, you can earn more users/consumers, which also allows you to gain more suppliers that promote that experience. We could define this as a virtuous circle in which, in order to be the best, you have to deliver the best.
Let me highlight two concepts inherently related to this idea: Integrators and aggregators. These two are related to the way the internet has brought about a significant change in how products are sold, distributed, and even marketed.
Integrators create the product themselves and then distribute it directly to the user. Their growth focus is content marketing, paid acquisitions, referrals, and word-of-mouth advertising. In contrast, aggregators provide a domain in which users can compare prices and specifications of different products or services. In other words, they consolidate supply to control demand. Furthermore, we can infer their growth focus gravitates toward technical SEO, network effects, and product-driven growth.
Therefore, and considering the above, we come to the conclusion that to earn the much-longed-for success, we have to be one step ahead of the rest. And how can this be achieved in a field where there is more competition every day and the goal is always to sell more?
It is hard, but not impossible. Keep in mind those two concepts, and consider using them to your advantage. In theory, an integrator can be a blog and an aggregator could be every marketplace. Hence, the success or failure of a business can be predicted by the actions it takes to confront competition.
One theory that has recently risen and provides opportunities for startups is the Aggregation Theory. Written by Ben Thompson, this theory explains how big internet companies gain power and benefit from the internet to reshape value chains, among other concepts.
Moreover, it explains how in the past, it was difficult to reach the user, whereas, at the moment, it is possible to do so easily. Obviously, at this point, we are considering the attention span of users and their reduced free time to consume all the media available.
Considering this theory, here are some actions that can be taken into account when aiming for success:
Create unique content
This means that every piece of content you create for your business must be original, unduplicated, and appealing to your target user. However, always keep your objectives and goals in mind, whether it’s to increase margins, production, or distribution.
Put user experience first
In the analog era, it was more important to reach the user, regardless of the medium and strategy. All this is due to the limited options available. Today, the ideal is to offer not only content in different ways, but to offer something that is valued.
User experience is significantly indispensable these days because of the lasting impression it provides of your business. It also helps to get users into your sales funnel. At this point, you have to consider their satisfaction, the advertising you use, the marketing strategy, the promotions, and even the products or services you offer.
Control content creation
To achieve amazing content marketing, you require a content strategy. With this, you can control everything you post or upload. Thus, stay organized. By doing this you will be able to not only promote your content successfully but create innovative content as well.
Step up your game
As we know, currently, the business arena is fiercely competitive. Everybody wants to be No. 1, and by extension, this means that everything you do has to stand out. In addition, it is a fact that there have always been far more users/consumers than suppliers. That is why it is important that, whatever happens, you improve the quality of your work. This will give you many more advantages over your competitors.
Nowadays, the content we consume is varied, we do not only focus on one thing. Rather, there is a variety that allows us to expand our ideas, creativity, and strategies to convert users into customers.
Therefore, we can conclude that to achieve success today we must not only create content that stands out from others, but we must also have a business model and an integrated approach that matches the goals we want to achieve.
At Skydropx, we know that we constantly need to evolve and adapt to the growing needs of the market. That is why we are always looking to improve, make logistics easier and to simplify a process that can be tedious for businesses. What is stopping you?
To recap, I consider that there are no limits to what we can do with our business. From the beginning, we establish what our goals are, what we want to achieve, and the ideals we have for them. However, I also believe that we need to keep learning as we go along. Because at the end of the day, where else would you get the skills to conquer the world?