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Marketing 3 <ul><li>Bram Alkema (WieOWie, Linked In)  </li></ul>
 
Key drivers near 0
Being a media company, in the old sense of the word, meant being a distributor. And distributors controlled scarce resourc...
Garbage treatment
 
Longtail projections Unlimited Outlets Unlimited Media Unlimited Distribution Unlimited WOM promotion Unlimited Shelfspace...
Marcom Paradigm shift Affected: Gossip, mimicking Affected: Social Media, Crowds Bought: TV, Radio, Print Bought: Banners,...
Creative Destruction: Circle of Grief Incumbants Safe Fringe Player  challenges  model Denial:  “ Customers  won’t stand f...
‘ ABUNDANCE ’ ‘ SCARCITY’
‘ ABUNDANCE ’ ‘ SCARCITY’
‘ ABUNDANCE ’ ‘ SCARCITY’
‘ ABUNDANCE ’ ‘ SCARCITY’
 
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M308 Abundance Sneak Preview

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M308 Abundance Sneak Preview

  1. 2. Marketing 3 <ul><li>Bram Alkema (WieOWie, Linked In) </li></ul>
  2. 4. Key drivers near 0
  3. 5. 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
  4. 6. Garbage treatment
  5. 8. Longtail projections Unlimited Outlets Unlimited Media Unlimited Distribution Unlimited WOM promotion Unlimited Shelfspace Free products
  6. 9. Marcom Paradigm shift Affected: Gossip, mimicking Affected: Social Media, Crowds Bought: TV, Radio, Print Bought: Banners, Adwords Control: phone, fax, brochures Control: Website, Newsletter Analogue Digital
  7. 10. Creative Destruction: Circle of Grief Incumbants Safe 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”
  8. 11. ‘ ABUNDANCE ’ ‘ SCARCITY’
  9. 12. ‘ ABUNDANCE ’ ‘ SCARCITY’
  10. 13. ‘ ABUNDANCE ’ ‘ SCARCITY’
  11. 14. ‘ ABUNDANCE ’ ‘ SCARCITY’

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