Digital technology is changing markets everywhere – that is well known. But how companies respond to the stress that such changes bring seems, at present, scattered and uncertain. Many companies are moving traditional offline marketing methods to their online presence, with mixed results. We have noticed three traits of successful marketing schemes for products that face online competition: (1) Customers, Do It for Us with OurTechnology (or, New Customization); (2) Influencers Do It Best; and (3) Start-Up Practices Could Function Everywhere.Together with other practices that individual companies might develop,these three tactics will see enterprises successfully into the digital era.