Tuesday, November 28, 2006

Promoting digital media

Jamendo's CEO sent me a link on a class dealing with Promotion 2.0 (content in French) featuring Emmanuel Vivier for Culture-Buzz, the evangelist of what I call marketing x.0, i.e. new marketing like buzz, viral, word-of-mouth.... Culture-Buzz is part of a group of companies that I am most pleased to be serving these days. The class took place at CELSA, a highly respected school of marketing and communication in France, and it provided a good comparison between the old ways of promoting music and content and the methods that are taking shape under the impulse of innovators like Emmanuel.
While the class material (accessible here and also embedded at the end of this post for convenience) contains a lot of interesting points and recommendations, there are a few aspects that are particularly worth considering:



  1. the role of the customer, who used to be a passive recipient of marketing communications organized as a top-down process in the hands of people Joel de Rosnay calls Infocapitalists in his book (the English version is well under way) and who becomes an active player in the process of promotion of digital content;


  2. the sequence of marketing activities that used to place promotion as a last step right after physical distribution had occurred and before the buy decision was made by the consumer, whereas today promotion starts much earlier and is often preceded by a campaign of buzz marketing in which chosen "influencers" get a preview of the product and comment it (see the campaign on Bob Sutton's soon to be published book "No Asshole");


  3. the nature of communication that used to be tightly controlled and carefully created at the top or at the center of a network where the means of broadcasting used to lie, and is now rapidly evolving towards a dynamic process of conversations produced by the consumers themselves with only very limited control by the owners of the product. In fact the trend is so powerful as to have led some scholars and thought leaders to claim that brands belong less and less to corporations and more and more to their consumers (although sadly for many of us that does not concern the profits of brands we use... which may actually be an interesting idea to explore). For example, in a post about the Art of Branding Guy Kawasaki argues that consumers actually influence a lot the communication of a brand and he gives pointer about how to "flow with the go" as he says;


  4. the fact that transactions over the Internet grow very rapidly and the time consumers take before making a buy decision (at least for small-ticket items) is getting shorter (so we are in fact coming closer to impulse buys);


  5. a shift in the balance of power between record companies, artists and the public. Here the author of the class argues that record companies will have to change the way they see and play their role and consider themselves "co-creators of a musical experience" rather than authorities "who know what the public needs and will push it on the market";


  6. being a co-creator of a consumer experience is also something that implies some form of humility, something stressed by Polly Labarre in and interview she gave about Mavericks at work the book she co-authored with William Taylor.

"If you want to create an enduring, emotional bond with customers,
create a sense of shared ownership and participation among customers
themselves. The more you invite people in to shape your company’s
personality and products and the more you enable them to share their
ideas with one another, the greater their stake in what your company
does. Shared ownership is much deeper than simply listening to the
customer." - Polly Labarre in an interview by Guy Kawasaki

Musicmarkettrends
In fact, this excellent content confirms a lot of the analysis of the trends that I had the pleasure to facilitate for Jamendo. It was early 2006 and we summarized this radical change in the way music would be marketed in a diagram that I am posting here (click on the image for full-size view). I think it shows how sound and accurate a vision Jamendo has, something that is further confirmed by recent events in distribution of online music that is not protected by DRM systems (e.g. Thomson Link in France or La Médiathèque in Belgium).



In his slide-show Alban Martin also stresses the importance of psychology,
something that I see as a confirmation that value creation in the
economy is becoming more people-centric or at least that one needs to
take full account of the human factor in generating value. And in fact
that is also something acknowledged by a branch modern financial theory
that tries to embed human psychology into market models and expert
tools designed to support the work of traders and fund managers.





22 comments:

  1. I like your blog! Buzz marketing is what has made me successful in what i do. :)

    ReplyDelete
  2. Lots of valuable information in this post: you perfectly completed and went deeper into the reflexion initiated in these slides !
    Good to read somebody that is having a similar vision of the new relation between companies and customers.
    You might want also to have a quick look at the first classes, also about the revamping of the value chain, here :
    http://cocreation.blogs.com/alban/2006/10/cours_numro_1_a.html
    Read you soon,
    Alban

    ReplyDelete
  3. When you've decided your organization's needs – regardless of whether that be expanding your business' quality on-line or overhauling your image – you're ready to begin effectively searching for the best computerized advertising office for you. ExcelR Digital Marketing Course in Sydney

    ReplyDelete
  4. Such adsense are realistic by impossible to miss sites as it were. You simply need to duplicate glue a code given by that adsense site on your site. At the point when a guest clicks that advertisement, you individuals profit. make money online

    ReplyDelete
  5. When I initially left a comment I appear to have clicked the -Notify me when new comments are added- checkbox and now each time a comment is added I receive four emails with the exact same comment. There has to be an easy method you can remove me from that service? Kudos! onsite mobile repair bangalore The very next time I read a blog, I hope that it does not disappoint me as much as this particular one. I mean, I know it was my choice to read, but I truly thought you would probably have something useful to say. All I hear is a bunch of crying about something that you could possibly fix if you were not too busy searching for attention. asus display repair bangalore Spot on with this write-up, I actually think this amazing site needs a great deal more attention. I’ll probably be returning to read through more, thanks for the advice! huawei display repair bangalore

    ReplyDelete
  6. Howdy! This article could not be written any better! Going through this article reminds me of my previous roommate! He continually kept preaching about this. I most certainly will forward this post to him. Fairly certain he'll have a great read. I appreciate you for sharing! online laptop repair center bangalore Hello, I do believe your web site may be having web browser compatibility problems. Whenever I look at your blog in Safari, it looks fine however, when opening in I.E., it has some overlapping issues. I just wanted to give you a quick heads up! Other than that, great site! dell repair center bangalore

    ReplyDelete
  7. Excellent article! We will be linking to this great post on our site. Keep up the good writing. macbook repair center bangalore That is a good tip particularly to those fresh to the blogosphere. Short but very accurate info… Many thanks for sharing this one. A must read post! acer repair center bangalore

    ReplyDelete
  8. I finally found great post here.I will get back here. I just added your blog to my bookmark sites. thanks.Quality posts is the crucial to invite the visitors to visit the web page, that's what this web page is providing.

    digital marketing course

    ReplyDelete
  9. Excellent Blog! Great Work and informative.thanks for the information
    best digital marketing course mumbai

    ReplyDelete
  10. Data Analytics Courses in PuneI am a new user of this site so here i saw multiple articles and posts posted by this site,I curious more interest in some of them hope you will give more information on this topics in your next articles.
    I like viewing web sites which comprehend the price of delivering the excellent useful resource free of charge. I truly adored reading your posting. Thank you!

    ReplyDelete
  11. Very nice job... Thanks for sharing this amazing and educative blog post! ExcelR Data Analytics Courses In Pune

    ReplyDelete
  12. Once you study the material provided, you can do this on your own time and it's free, you can take the Google Analytics Assessment consisting of 70 questions to be completed within a time period of 90 minutes. To earn the certification for this course, you will need a score of 80% and above. digital marketing training in hyderabad

    ReplyDelete
  13. It can perform on almost all operating systems like Windows, Linux, UNIX, OS/2, Mac, and Amiga. The dedicated Python Development team has written several applications based on python programming language. data science course in india

    ReplyDelete
  14. The reason for this is the fact that these people deal with the customers of the business directly. salesforce training in noida

    ReplyDelete
  15. Great Information,
    Our Digital Marketing Course with Internship Program consists of 35 Modules. With 1 Hr class everyday from Monday to Friday. You can join the internship along with the course for two months duration.
    Digital Marketing Course with Internship

    ReplyDelete
  16. This is the best site to more and more information from that...its really awesome. Thanks for sharing this type of article.
    Data Science Training in Hyderabad
    Data Science Course in Hyderabad

    ReplyDelete
  17. Thank you very much for sharing such a great article. Great post I must say and thanks for the information. Education is definitely a sticky subject. very informative. Take care.Digital marketing training Mumbai

    ReplyDelete
  18. I’ve read some good stuff here. Definitely worth bookmarking for revisiting. I surprise how much effort you put to create such a great informative website. data science training in surat

    ReplyDelete