When is it appropriate to use negative marketing on the Internet?

Our answer is depends on a few factors.

First: are you going to do so in an honest way? If not — it’s better to not even start!

Second: how serious are you about the product you’re selling? The more serious you are, the more it makes sense to go after your competitors.

Third: how early or late in the product development? You don’t want to go after your enemies too early; it’s better to first focus on developing your product itself. This is a great mid-to-late stage strategy.

Fourth: how centralized is the market? The best ones are ones that are semi-centralized: it’s really hard to attack Google; but if there are a million tiny little companies, no one has then heard of your competitors so it isn’t worth the effort.

What does your competitive landscape look like? Are you ready to go negative?