WE ARE CONTENT PRODUCERS (LOSERS?)
Isn't the world of the internet a funny place? We are now all content producers but with one small difference - we don't reap the benefits (to a certain extent). Instead, the people who supply the platform to us do - e.g. facebook (we are the one's making the content which makes facebook interesting), blogger (we are the one's who write the blogs, the reasons why we like to go there), and even gaming - with the concept of Machinima (we create small films out of interactive games which end up promoting the games even further).
Now - I don't know if you noticed, but I said we don't reap the benefits to a certain extent. Let's have a look at this. The people who supply the platform, what benefits do they get from this new system of "prosumers"?
Without all that much personal effort from them, their platforms are generating content which draws more and more people to them. The more people, the better the value of the platform. And the more people, the more people are being drawn to it - making the platform even better. The platforms get success, financially, socially and culturally but what do we get?
Well, better platforms are a benefit for us for sure. I am not complaining and I'm certainly not going to stop people using a platform becuase the more people use it - the more advantages there are to using it. We benefit culturally and socially - because the content which is created by us, is content that we want to read. We add value to the things that we want. Yet, it still gives me a funny feeling when I realise I am putting so much time and effort into blogs, facebook posts etc in order to benefit these large corporations...
IS THIS THE DEATH OF MARKETING?
A second point from me about these large corporations.... is about the rise of the long tail and about how physical shops are being forced into bankruptcy by the online, cheap, alternatives where they don't have to spend money on the shop front and merely have a big warehouse capable of holding more stuff. On one hand, I think - great! I love cheap stuff!!!! On the other hand - being a student of marketing, it really struck me as a little ridiculous. In the past, so much effort went into marketing and creating brand identity. Creating a shiny brand was the main goal and then you could jack up the prices as you want. Creating shops with attractive displays, spending money on the interior design, creating a enjoyable shopping experience. The products in the shop had an "aura" about them - a sort of presence, and when we bought it - we felt like we were buying into this amazing experience.
As Kelly says: "when copies are free, you need to sell things which can not be copied" as they become scarce and valuable.
Well - amazingly, it's now the companies who don't bother with marketing and designing the amazing product experience for the user who are winning. Or so it seems.... I guess you could think of it as a different KIND of marketing? It's definitely a different way of thinking. But as a graphic designer, and one who loves the auratic feeling of owning something tactile, with a presence.... and enjoy going into a store and appreciating the effort gone into its presentation - I don't think I will ever stop wanting to go to shops to buy things.
That doesn't mean I won't occasionally buy things online if they are cheaper though!
3 comments:
I think that marketing has never stopped. It is a different kind of it. It might seem that Apple has almost no marketing strategy but they do, and it can be one of the best ones. Ear-to-ear and online marketing is, in my opinion, one of the best posible strategies nowadays. We don't believe commercials anymore but we do believe our friends and we are so connected to the Internet that it is easier for companies to do its marketing campaigns there.
But I agree with you. I think I will always go to shops to buy certain things. They have a different atmoshpere.
Good post. As usual. :D
I have never actually purchased clothing online as I am wayy to fussy and would probably get the s#!&$ if what I bought did not fit properly, so the internet will not stop me purchasing from a store besides that I tend to enjoy the experience more as well.
As for the marketing side of things as Anita has said the most important part of marketing is word of mouth or ear-to-ear. I just think with the internet we tend to hear about it via others experiences especially when it comes to online shopping.. But come to think of it.. When you first started using the internet did you hear any ads or see any campaigns promoting Google?
Awesome blog! Online shopping is a little bit of a guilty pleasure of mine, so your opinion on the real life shopping experience – “The products in the shop had an "aura" about them - a sort of presence, and when we bought it - we felt like we were buying into this amazing experience” – and how the internet is making this authentic experience vulnerable is an excellent point. It’s a difficult situation. Online shopping is SO convenient, if I’m bored I just jump online and have a little browse… I suppose it could be considered ‘researching’ as I am more likely to then go to the shop to see the actual product before purchasing it right then and there… if there is not too much difference in price. Here is a link to a good read about the difference between the online vs the traditional shopping experience that you might find useful… http://www.shoppingnavigator.co.uk/benefits-of-online-shopping.php
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