The document discusses the economics of the media industry and attention. It argues that historically, attention has been relatively abundant, allowing mass media companies to invest more in marketing and gaining attention rather than quality. This was due to barriers that made distribution and retail scarce while attention was plentiful. The dominant strategy was to create blockbuster hits and reuse content across many channels to benefit from marketing economies of scale. However, this led to diminishing returns and a spiral of increasing marketing costs over time as attention became saturated.
The ppt talks about the best methods of communication on the digital channels and how the organisations make the best use of the communication strategy. Each channels works differently with different audience present on it and therefore it becomes important to communicate the organisational objectives in the way the consumers can relate to.
#M/PR: Юлія Мусаковська: "The Power of Integrated Marketing Communications"Forge Events
презентація Юлії Мусаковської на Форумі #M/PR на тему "The Power of Integrated Marketing Communications"
Юлія Мусаковська, керівник відділу маркетингу ELEKS
Юлія має 12 років досвіду у сфері маркетингу та комунікацій в міжнародних компаніях (попередні - The IKEA Industry Group, Nexia DK, SoftServe), з них 9 років - у галузі інформаційних технологій. Розкаже про побудову моделі інтегрованих комунікацій у маркетингу.
Деталі:
https://www.facebook.com/events/1760044307552228/
http://forgevents.com/
The ppt talks about the best methods of communication on the digital channels and how the organisations make the best use of the communication strategy. Each channels works differently with different audience present on it and therefore it becomes important to communicate the organisational objectives in the way the consumers can relate to.
#M/PR: Юлія Мусаковська: "The Power of Integrated Marketing Communications"Forge Events
презентація Юлії Мусаковської на Форумі #M/PR на тему "The Power of Integrated Marketing Communications"
Юлія Мусаковська, керівник відділу маркетингу ELEKS
Юлія має 12 років досвіду у сфері маркетингу та комунікацій в міжнародних компаніях (попередні - The IKEA Industry Group, Nexia DK, SoftServe), з них 9 років - у галузі інформаційних технологій. Розкаже про побудову моделі інтегрованих комунікацій у маркетингу.
Деталі:
https://www.facebook.com/events/1760044307552228/
http://forgevents.com/
Buyers no longer use voicemails and emails from strangers to learn about products. This information is online, whenever buyers are interested. This SlideShare presentation show sellers how to connect in a meaningful way by starting conversations around the buyer’s plans, goals and challenges.
This presentation is one class in HubSpot Academy's free sales training course. You can enroll here: http://certification.hubspot.com/inbound-sales-certification
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...HubSpot
Sales is a difficult world to be in because buyers aren't putting up with salespeople anymore. Instead of helping and building relationships, sales reps are still focused on closing prospects - even when they aren't ready to buy! So buyers ignore them. Because of that, even great sales reps would be lucky to get on the phone with someone.
While buyers have evolved and become more sophisticated, sales reps and training programs have been slow to adapt to that change.
Learn actionable modern prospecting techniques you can apply immediately from two best selling authors and sales experts: Max Altschuler CEO of Sales Hacker, and Mark Roberge CRO of HubSpot.
3 Proven Sales Email Templates Used by Successful CompaniesHubSpot
76% of emails never get opened. That makes life for salespeople very difficult. So we've partnered up with Breakthrough Email to bring you email templates that are proven to engage prospects and close more deals. Start using them today and grow your revenue.
Benoît, Agent Général AXA star de la pub malgré luiThomas Rudelle
Assureur dacquois, Benoît Seiller
est le héros d’un clip publicitaire diffusé
actuellement. Une aventure qui pourrait
le mener jusqu’à la Cop 21 à Paris
What is Open Source Software (OSS) and what is the idea behind it? What are examples for popular Open Source Software, what are the Advantages about using OSS, what are the disadvantages.
How to Identify Successful Content Strategiesfcrehan
A short presentation on how Forrester can help define a successful digital content strategy. Whether you are a Brand or Media, Telco or Retail company, the Forrester Content Strategy could be for you.
This power point presentation contain mainly- Aims and Objectives,Def” of Advertising,Brand and Marketing mix,The marketing mix,Role of Advertising,The Advertising Plan,The importance of advertising,Types of advertising,Major advertising media,The Functions of Advertising,The Key Players,Components of Advertising,What Makes an Ad Effective?.
Channel of Distribution – importance – Selection of distribution channel – Promotion Mix – Advertising – Personal Selling – Kinds of Salesmen – Sales Promotion
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
4. Two Sided Markets Media Supply coordinates demand on both sides of a two-sided market and sets equilibrium prices. Unlike in other markets, in the media marketplace, attention is a critical part of the value chain, because it is demanded by advertisers and supplied by consumers. On the other side of the two-side market, production is demanded by consumers and supplied (funded) by advertisers. Audience Advertiser Demand Supply Demand Supply Production Attention
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13. Marketing Cost Explosion Hollywood Nominal and Real Marketing Costs, 1981-2004 Real marketing expenditure has quadrupled, while real production expenditure has only doubled: firms have cumulatively invested twice as much in attention as production. Since this strategy has persisted for 25 years, investing in attention must realize superior returns to investing in production. Why is this strategy dominant? In a mass media world, producers realize marketing economies of scale and scope, and production diseconomies of scale and scope:
14. Popularity and Quality Media 1.0 Quality Popularity … Quality drives popularity hyperefficiently Quality drives popularity inefficiently
17. Mass Media Returns: The Blockbuster Effect Motion picture revenues Output Value Demand Cinema DVD, VHS Consumer goods tie-ins TV & Cable syndication
18. The Blockbuster Effect Example: Jurassic Park Revenues Output Value Demand Box Office: $480m Syndication: $50m Video: $405m Merchandising: $50m
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21. Attention & Production Costs at Large Scale Media 1.0 Attention Cost Production Cost Production is cheaper than attention Production and attention are equally costly Attention is cheaper than production
22. Attention & Production Costs in Rivalry Media 1.0 Attention Cost Production Cost Production is cheaper than attention Production and attention are equally costly Marketing cost wars make attention increasingly relatively costly
23. Attention & Production Costs Attention costs Output Value Production costs At high levels of output, investing in attention is profit-maximizing… Why do attention and production costs scale differently? Marketing economies of scale and scope are the result of leveraging and reusing content across distribution and retail channels to achieve price discrimination and diversification of risk. Production scale or scope economies aren’t realized because of high costs of contractual completeness, which makes risk increase in output, and high technology costs. … And investing in production is dominated
24. Attention & Production Costs Attention costs Output Value Production costs Why do some media firms invest in production, and others in attention? Because the scale at which they operate dictates different profit-maximizing decisions about which inputs to invest in. … And investing in production is profit-maximizing At low levels of output, investing in attention is dominated…
25. Attention & Production Costs Attention costs Output Value Production costs Attention is more expensive than production: invest in production Production is more expensive than attention: invest in attention Media firms producing at different scales will choose different inputs. Small scale producers will invest in production, and large-scale producers will invest in attention. Hollywood vs Cannes… Marginal cost of production exceeds marginal cost of attention
26. Media 1.0 Total Cost Function Cost of all inputs Output Value The shapes of the attention and production cost curves… The S-shaped total cost function means large-scale producers are naturally more efficient than small scale producers, because attention costs diminish due to marketing economies of scale of scope. … create an S-shaped total cost function
27. Marketing Spirals Erode Quality Attention costs Output Value Production costs Marketing wars increase the cost of attention… Marketer and retailer consolidation realizes economies of scope and scale in marketing. Production scale or scope economies aren’t realized. Marketing spirals act as an entry barrier. They raise attention costs, while marketing economies of scale and scope are still realized proportionally (the flattening of the green curve). The result is a shakeout and increased industry concentration, because returns to attention remain high only for large-scale players. Quality erodes as production investment is traded for marketing investment. ..Since production costs don’t decline, production investment declines: fewer production inputs are used at equilibrium price
28. Popularity and Quality Media 1.0 Quality Popularity … Quality drives popularity hyperefficiently Marketing cost spirals mean quality erodes as relative investment in production declines, and becomes even less correlated with popularity
29. Summary: Mass Media Value Dynamics In a non-networked media world, retail & marketing capture the most value. Producers and distributors remain fragmented because production returns don’t scale: they don’t realize significant economies of scale or scope by consolidating. Marketing and retail returns do scale: by consolidating, retailers and marketers exert power over downstream resources by realizing economies of scale and scope in marketing and retailing, and power over upstream resources by limiting media supply (and consumption choices). Production Distribution Marketing Attention Infra structure Retail Attention Attention Attention Attention Attention Attention
30. Summary: Mass Media Value Dynamics Production Distribution Marketing Attention Infra structure Retail Attention Attention Attention Attention Attention Attention Blockbuster strategies emerge due to the natural economics of mass media: production is costlier than attention, so the dominant strategy is to invest in attention (marketing cost wars), and economize on production (quality erosion). The result is a smaller and smaller number of concentrated players, who are forced to invest more and more heavily in marketing as attention becomes scarcer. When attention is abundant and production, distribution, and retail are scarce, blockbusters achieve an efficient allocation of scarce production resources, by supplying media valued the most highly to the greatest number of consumers within each retail/distribution channel: mass media. The unintended consequence is that quality doesn’t drive popularity.
37. Attention & Production Costs at Large Scale Media 1.0 Attention Cost Production Cost Media 2.0 Production is cheaper than attention Production and attention are equally costly Attention is cheaper than production
38. Attention & Production Costs Attention costs Output Value Production costs At high levels of output, investing in production is profit-maximizing… Value shift: in a Media 2.0 world, producers realize production economies of scale and scope in production, and marketing diseconomies of scale and scope. Attention becomes more expensive than production, because technology vaporizes production (distribution, and retail) costs, exploding media supply (relative to a mass media world, where media supply is fixed), which creates intense rivalry for attention. … And investing in attention is dominated
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40. The Blockbuster Effect & Media Hyperdeflation Mass media revenues Output Value Hyperdeflated revenues Cinema TV & Cable syndication DVD, VHS Consumer goods tie-ins
43. Media 1.0 Supply & Demand Demand Quantity Price Supply Inelastic demand… … And inelastic supply mean media spending stays stable as % of GDP
44. Understanding Media 2.0 Demand Demand Quantity Price Supply The Long Tail: cheap information shifts demand outwards by the value of distribution and search costs saved
45. Understanding Media 1.0 Supply Quantity Price Aggregate supply curve is inelastic… … because ownership of scarce production, distribution, and retail resources creates increasingly inelastic firm supply curves Clear Channel Indie record labels Pixar
46. Understanding Media 1.0 Supply Quantity Price … production costs dominate attention costs, because content, production, and retail resources are scarce, and attention is abundant Attention costs Production costs Because attention costs are relatively low, returns to marketing are economical, and marketing wars occur
47. Understanding Media 2.0 Supply Quantity Price … Micromedia supply curves are more inelastic than traditional media, because of hyperspecialization. Exampe: bloggers Pixar bloggers podcasters Aggregate supply curve shifts outwards
48. Understanding Media Hyperdeflation Demand Quantity Price Supply Micromedia explodes media supply more than cheap information shifts demand outwards… … and the equilibrium price of media falls: media hyperdeflation
49. Understanding Media 2.0 Returns & Scarcity Quantity Price Micromedia explodes media supply… Production costs Attention costs … attention costs dominate production costs, because technology ends production, distribution, and retail scarcity, and so attention becomes relatively scarce… … Marketing wars become uneconomical because returns to costly attention are low
60. Understanding Micromedia Platforms Entry Entry Entry Blog Comment Comment Comment Link Citation Trackback Complements & Consumption Info
61. Understanding Smart Aggregators Entry Entry Entry Smart Aggregator Entry Entry Entry Blog Blog Entry Entry Complements & info Complements & info Complements & info Blog Blog Blog Complements & Info Complements & info Selected Micromedia
62. Understanding Reconstructors Entry Entry Entry Blog Reconstructor Entry Entry Entry Consumption info Consumption info Consumption info Blog Blog Entry Entry Entry Personal ‘Cast
63. Understanding The Media 2.0 Ecosystem Smart Aggregator Reconstructor Entry Entry Entry Microplatform Blog Blog Blog Comment Personal Cast Personal Cast Personal Cast Entry Entry Entry Entry Entry Entry Selected Micromedia Selected Micromedia Selected Micromedia Entry Entry Entry Blog Blog Personal Cast Entry Blog Comment
69. Maximizing Value Creation Preference Continuum A Utility Distribution of preferences has fat tails A’s disutility increases in Z-ness Z B C D E Aggregate utility Z’s disutility increases in A-ness Efficiently allocating attention becomes vital when attention is scarce. Maximizing value creation by matching content with preferences.
70. Maximizing Value Creation Preference Continuum A Utility Z B C D E Mass media producers don’t realize production economies, but realize marketing economies. The dominant strategy is single products that satisfy the greatest number of people – blockbusters opposite the center. Since each niche values targeted content most, marginal disutility from mass consumption limits value creation – attention is inefficiently allocated. Blockbuster 1 captures half Total value created Blockbuster 2 captures half Total value lost
71. Maximizing Value Creation Preference Continuum A Utility Z B C D E Micromedia producers can efficiently target content to each niche’s utility function by realizing production economies, which allow the cheap production of targeted content. The dominant strategy is a range of goods that satisfies niches with similar utility functions – snowballs within each niche. Since each niche values targeted content most, marginal disutility is minimized and value creation is maximized – attention is efficiently allocated. Snowball 1 captures niche Total value created Snowball 2 captures niche
72. Value Creation and Plasticity Preference Continuum A Utility Z B C D E How small can your niches get? Niche size is a function of media plasticity – how costly it is to unbundle media elements. The more plastic media is, the less costly it is to build Smart Aggregators and Reconstructors to filter and remix it. For example, reconstructors for Hollywood flicks are costly, because unbundling them is difficult. What increases plasticity? Lightweight, open standards, like RSS; and modular architectures, like blog entries. Snowball 1 captures niche Total value created Snowball 2 captures niche
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78. Mass Media Returns: The Blockbuster Effect Motion picture revenues Output Value Demand Cinema DVD, VHS Consumer goods tie-ins TV & Cable syndication
79. Micromedia Returns: The Snowball Effect Micromedia revenues Value Demand Published personally Aggregated by aggregator Output Syndicated by hi-traffic site Reviewed by hi-visibility pub
80. Snowball Example: Blog Micromedia revenues Value Demand Published on personal blog Syndicated by link aggregator Syndicated by Yahoo News Output Syndicated by Slashdot
81. Snowball Example: Podcast Value Published on website Aggregated by podcast aggregator Reviewed by the NYT Output Syndicated by BoingBoing Micromedia revenues Demand
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83. Popularity and Quality Firm coordination costs Media 2.0 Quality Popularity Media 1.0 … Quality drives popularity hyperefficiently Quality drives popularity inefficiently
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86. Micromedia at the Margin Firm coordination costs Traditional media returns PP is a More Efficient Producer Value Micromedia returns Traditional media realizes higher returns Micromedia realizes higher returns Micromedia marginal return exceeds traditional media return Output
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92. Beyond the Long Tail Demand Quantity Price Supply A smaller number of blockbusters… … And a growing number of snowballs … Create new value, which raises the equilibrium price of media, and also increase demand elasticity