Back to DMG
What is Point of Parity?
The elements that are considered mandatory for a brand to be considered a legitimate competitor in a specific market.
Description
In the digital marketing industry, a Point of Parity (PoP) refers to the essential features or attributes that a brand must possess to be recognized as a credible player within its market. These are not unique selling points but rather baseline standards that ensure the brand is not at a disadvantage. For instance, in the realm of social media marketing, having a responsive website, active social media profiles, and a basic understanding of SEO are considered points of parity. They are the fundamentals that a brand must get right before it can leverage its unique selling propositions to stand out. Without these basic elements, consumers may not even consider the brand as a viable option.
Examples
- A new e-commerce platform must have secure payment options, user-friendly navigation, and responsive customer service to be seen as a legitimate alternative to established platforms like Amazon or eBay.
- A startup in the email marketing space needs to offer essential features like email automation, analytics, and customizable templates to be considered a viable competitor to giants like Mailchimp or Constant Contact.
Additional Information
- Points of parity are crucial for market entry but do not guarantee success on their own.
- Achieving points of parity helps build consumer trust and ensures the brand meets industry standards.