This document discusses how consumer behavior and advertising have changed in the internet age. It notes that consumers now have niche tastes and short attention spans. Various internet companies are discussed and their business models analyzed, including how they generate revenue from sources like advertising, subscriptions, and selling user data. The document then poses questions about how companies can use the internet to either promote their brand, sell products, or tell a story. It provides some metrics on the effectiveness and costs of different digital marketing tactics.
28. GettyImages vs IstockPhoto
• Getty Images becomes a giant in the images
market, selling photos at a very high price
(1995-2000)
• IstockPhoto get very big crowdsourcing images
and selling them for a single dollar (2000-2005)
• Getty Images buys IstockPhoto (2005)
!
• Istockphoto
• Business model: Crowdsourced, Pay (royalty
free images)
• Pricing model: credits (the user buys 10$ in
credits and downloads what he wants)
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29. The Economist
• The Economist is the most famous
economic magazine
• In 2012, The Economist tripled its revenue
from digital sales
• Spending on digital goods will grow of 70%
before 2017 (source: Forrester)
!
• Business model: advertising + selling
content
• Pricing: subscription, pay per use
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30. EdilPortale
• The Italian, ad-based website makes a
gross of 4,5€ MLN (2010) selling
targeted advertising to architects and
engineers
• 300.000 subscribers, 1,3 unique
monthly
• Edilportale
• Business model: Advertising
• Pricing model: Free for the users,
paid advertising
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31. Gartner
• Gartner develops consultancy
reports on the technology markets
• Reports are sold (60€-500€)
• The company profits from
consultancy as well
• Gartner
• Business model: Selling
content + Consultancy
• Pricing model: Pay per use
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32. LinkedIn
• Linkeding has a mixed revenue model
• 55% of the revenues comes from
consultancy, or “Talent
solutions” (helping companies hire). 138$
millions.
• 25% comes from Marketing solutions (adv)
• 20% comes from Premium subscriptions
!
• Linkedin
• Business model: mixed revenues from
freemium, selling data and adv
• Pricing model: Pay per use, mixed
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20%
25%
55%
Talent solutions
Marketing solutions
Premium subscriptions