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?