Or so thinks Chris Anderson. In his new book the future of radical price - so well precised in the July issue of Wired - there is a healthy dose of skepticism that free is the optimal price point. As with his ground breaking theory of the Long Tail, undoubtedly there are categories where his model fits well and others where it is totally inappropriate. Not sure if manufacturers can give away a motor car for free then hope to claw back a return from a cut of the fuel sales. This is exactly how he applies his Free model to music. » Read more: The best things in life are free
Archive for the ‘Digital Media’ category
The best things in life are free
July 12th, 2009The iPhone’s days are numbered are they?
May 4th, 2009
So because Bill Gates came along and snatched Apple’s innovation in terms of the mouse and resigned the Mac to a bit part player in the personal computer market, some commentators believe the same will be true with smartphones. And people get paid to communicate such opinions. What drivel. Hello. That is so twentieth century and well before the Internet, the tipping point and just about every technology that fans wildfire.
Oh dear another brand thinks it can “own” a social network
March 15th, 2009
Another week and another piece of research saying that UK marketers don’t get social marketing. Well is it any wonder. Marketing either as an art or science has been built upon barging in or interrupting since it was first conceived and delivered by the Mad Men in the 1960s. It is quite an admission that marketers don’t know where to start and in fact they feel less confident that they did the previous year. Why might that be?
Well it is the O word - ownership. Social networkers - the ultimate in egalitarian mutual interest and supportive behaviour - do not take kindly to being pushed around by brand managers who want to control opinion, perception and engagement. Not that this is inappropriate - that’s what they are paid to do but they are going to find it difficult to achieve sensitively and with empathy in social networks. Perhaps that’s why they want to create their own.
» Read more: Oh dear another brand thinks it can “own” a social network
Online Ad Networks drinking in the last chance saloon
February 9th, 2009
So it would appear that the major publishers have finally realised that allowing the Ad Networks to rep their inventory is a bad move.
Of course it is - it has always been in principle but the practice experienced by publishers in 2008 with plunging network CPMs confirms it. The AOP may not have a joined up policy yet but any publisher - particularly multi-channel needs to think twice about retaining or renewing that network contract.
» Read more: Online Ad Networks drinking in the last chance saloon
