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’