Date post: | 10-Feb-2015 |
Category: |
Business |
Upload: | bram-alkema |
View: | 581 times |
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Marketing 3
•Bram Alkema (WieOWie, Linked In)
Key drivers near 0
Being a media company, in the old sense of the word, meant being a distributor. And distributors controlled scarce resources, like a national chain of theaters or TV stations. “They were the ones who originally owned the radio licenses, which then begat the television licenses, which then had those groups take over or be taken over by old-line movie companies,” Diller said. “They were all scarcity distribution systems.”But now, the Internet enables self-publishing, Diller continued, “which means that the distribution leverage – the chokepoints – is going to evaporate.” The result of this, Diller said, is that “it doesn’t matter who buys what – new audience is going to be created somewhere, by somebody, that you can’t buy.”
I own the antenna
Garbage treatment
Unlimited Outlets Unlimited Media
Unlimited Distribution
Unlimited WOM promotion
Unlimited Shelfspace
Free products
Longtail projections
Affected: Gossip, mimicking
Affected: Social Media, Crowds
Bought: TV, Radio, Print
Bought: Banners, Adwords
Control: phone, fax, brochures
Control: Website, Newsletter
Analogue Digital
Marcom Paradigm shift
Creative Destruction: Circle of Grief
IncumbantsSafe Fringe Player
challenges model
Denial: “Customers
won’t stand for that” Anger: “Unfair, Lawsuits, Harmfull
for your VCR”
Come to terms: “We will do
something similar”
‘ABUNDANCE’‘SCARCITY’
‘ABUNDANCE’‘SCARCITY’
‘ABUNDANCE’‘SCARCITY’
‘ABUNDANCE’‘SCARCITY’