segunda-feira, janeiro 23, 2017

Um mundo bem diferente

"the first challenge for marketers using media to communicate is to remove the millions mentality from their mind. [Moi ici: No Normalistão tinha de se chegar à massa para obter escala. No Estranhistão o truque não passa pela massa] While YouTube has provided the most amazing tools for marketers ever given, it has warped the minds of many marketing personnel as to what’s required from it. And no, having a million or more views on our video is most often not required for the platform to work very hard indeed. What’s needed is the specific connection, at the specific time, with the specific person at the other end of the screen.[Moi ici: Ligo logo isto ao tema das plataformas e da estratégia não passar por "winner-take-all"]
To get more attention, invest more in a product, build something amazing and let the collective sentience take over. If we qualify in the awesomeness stakes, then our audience will do the talking for us. The old model of under-investing in the product we sell so we could afford the distribution and media costs is now being reversed. If the product is amazing, is advertising really needed? [Moi ici: E a quantidade de modelos de negócio baseados na publicidade ...] Just ask Elon Musk of Tesla Motors. 
In a connected media landscape, amazing products with no advertising beat average products with amazing advertising every time. The truth is that Tesla could probably not have succeeded in a non-proliferated media environment. Forget how amazing the car is; they would never have been able find a market without a significant media investment. As soon as they needed to shift money from the product to eyeballs they would have lost their point of difference and remained swimming in the competitive soup of auto land."

Trechos retirados de "The Great Fragmentation : why the future of business is small" de Steve Sammartino

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