WSJ: The Internet Allows...
11.29.2006
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By WILLIAM M. BULKELEY
November 29, 2006; Page B1
The Wall Street Journal
Excerpt.
- Photography and publishing companies shouldn't be surprised when digital technology upends their industries. After all, their business success relied on forcing customers to buy things they didn't want.
- Photo companies made customers pay for 24 shots in a roll of film to get a handful of good pictures. Music publishers made customers buy full CDs to get a single hit song.
- Marketing 101 says success comes from selling things people want. But advanced marketing calls for companies to leverage the relationship to get the buyer to pony up for other products -- or at least for extra product. --
When customers find a way to avoid buying the excess baggage, they change quickly.
- Now, it turns out customers really didn't want all of the little four-by-six prints they stuck in shoe boxes. Shutterbugs today store their pictures in computers or post them on MySpace without ever printing them out.buys almost all her music from iTunes.
- Readers get what they want by selecting articles or time-shifting shows. Advertisers get what they want by paying only for searches.
posted by Jdavies @ 11/29/2006,
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The Author
J.Davies
Jdavies lives in Quezon City, Philippines and has been blogging since 2002. A brand manager in a leading technology company and a freelance new media/web strategy consultant, he has refocused his blogging from personal, political & sociological observations, to marketing-related efforts and Internet trends that are relevant to his career and branding advocacies.
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This blog is a depot of thoughts and observations on marketing trends which remain personally relevant to the Author as far as his marketing career is concerned. Having evolved from the personal blog of Jdavies, much of the earlier work contained herein are laced with personal speculation, political views, and similar advocacies. These posts are being kept for posterity's sake and for no other reason. No effort is being made to claim that the author will not contradict himself from his previous positions or that such advocacies are absolute.
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