A Short history of Marketing

Don't you have something interesting to say?

Let's the people get engaged again!

* Video elaborado por Michael Reissinger para la agencia alemana Scholz & Friends Group, The Orchestra of Ideas.

Escucha y conversa

En SlideShare se pueden encontrar miles de presentaciones interesantes. Buscando entre las más vistas di con estas dos que dejan muy claro qué está pasando y cómo viene el futuro (mediano plazo) de las comunicaciones, el marketing y la publicidad.

Medios Sociales: El poder del boca-oreja

What The F**K is Social Media?

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¿Qué sigue?: El producto es el marketing

What's Next In Marketing & Advertising

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Audience, Revenue and Competition

Which is more valuable these days?

"More broadly, Internet start-ups are drawing investment based on their ability to build an audience, not bring in revenue - the very alchemy that many say led to the inflating and undoing of the dot-com bubble."

The above quote comes from an article in yesterday´s International Herald Tribune (which is quickly becoming my favorite newspaper).

This is in light of rumors concerning the true value of Facebook (perhaps $15 billion?) and the fact that many potential buyers are currently circling the social networking site.

That amount of money may or may not be justified (please refer to an earlier blog post) but the simple fact is that this "inflated" value is rooted in current audience and according potential.

Another issue comes to light as a result of such value perceptions: that competition between the big buyers out there could drive up these prices as well. The assumption is that a price war is founded on financial stability.

Take the following as an example. Rupert Murdoch looks like he made a steal when he bought MySpace for under $600 million, considering Facebook's current perceived value. It is true that Facebook has since opened up its platform and is now the only true competitor to MySpace, but the competition interested in aquiring Facebook is the primary reason the price has risen so much. MySpace and Facebook should both be valued similarly.

The genius of Murdoch is that he has directly increased the value of MySpace by allowing the buzz with Facebook to do it for him. And now, he can open up the MySpace platform and take it further.

Speculation (based on audience) and competition seem to be intrinsic parts of this price dynamic. Revenue is left out. It is still supply and demand, but in a more meta-physical dimension.

Facebook doesn not make enough money to justify anything close to $15 billion. Neither does MySpace. Many internet and web 2.0 companies have yet to even turn a profit. "Twitter is not focused on making money and no one in the company is even working on how to do so, said its co-founder and creative director, Biz Stone" (from yesterday´s IHT article).

The concern is that this perception is completely unfounded, and it was the issue when the bubble burst the first time. Business practices in the current age again are ignoring what has traditionally counted the most, revenue. Wall Street is content for the moment (and that might be deserved).

Depending on who you ask, either the bubble is again becoming heavier, or this is just simply the New Model in the Information Age. Personally, I am of the opinion that few things in the world are worth $15 billion, and it leaves a lot of room for justification.

More...

• Dot-com fever stirs sense of déjà vu
• Post MySpace aquisition bubble analysis (and photo credit is due here)
  

Sobre eMarketing...

De la 10 verdades del marketing en la era de la web 2.0 que postuló Rohit Bhargava, vicepresidente de Ogilvy y autor del blog Influential Marketing, en el pasado eMarketing Summit celebrado en Austin (Texas, EE.UU), me gustaría destacar por sobretodo la última -que seguramente está ahí porque también Bhargava la considera fundamental-: Lo que importa es el contenido, no la publicidad.

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Además, vía Adverblog di con esta presentación sobre Facebook y su potencial marketero que elaboró Forrester Research y que corrobora lo anterior: Lo que importa es el contenido, no la publicidad. Un dato... ya hay cerca de 5 mil chilenos en Facebook... y la cifra está aumentando. Paris comenzó a publicitar en esta plataforma. Who's next?

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Zuckerberg y el networking

Con apenas 19 años, Mark Zuckerberg creó en 2003 Synapse, un reproductor de música que predecía las canciones de acuerdo a los gustos musicales del usuario. Un año después este programador crearía Facebook, una red social para estudiantes (en principio exclusiva para Harvard), similar a lo que ya había ideado con un éxito sorprendente Tom Anderson con su My Space.

Con una excelente visión del servicio y de lo que debe (y no debe) ser una red social (ver video abajo), Zuckerberg está venciendo a Anderson en una carrera que parece estar llegando a su fin. Ya lo dice Marketing Hipster: Tom is NOT my friend.

Rilinho ya lo adelantaba en mayo: Facebook se convierte en la integración por excelencia.

Fue Riley quien me presentó Facebook hace ya casi un año. En principio no me atraía mucho, porque no tenía "amigos" que lo usaran. Sin embargo hoy ya sumo más de 100 contactos y cada día agrego más.

En el fondo es una excelente plataforma para reunir comunidades en torno a intereses comunes. Por ende, es una gran herramienta para aplicar nuevas formas de marketing online, como bien lo han hecho Skittles y Bob Dylan, entre otros.

The Viral Marketing califica a Zuckerberg como un genio visionario, pero no por su idea, sino que por rechazar hace un año la venta de Facebook a Yahoo! por mil millones de dólares...

Ayer The Wall Street Journal publicó que Microsoft piensa invertir en acciones de Facebook y que, debido al tamaño de la puja, la empresa de Zuckerberg hoy se tasa en por lo menos 10 mil millones de dólares.

Uff! Pero hoy no sólo Gates y compañía están con los ojos puestos en Facebook. Se rumorea que Google también. Mientras, Scobleizer cuenta que Apple no se ha interesado, a pesar de que la mayoría de los empleados de la empresa de Jobs usan la aplicación.

¿Es Facebook muy rentable que lo hace tan codiciada? Pues parece que no. Pero Servant of Chaos explica qué es lo que vale: "With 66 million registered users, Facebook is a bargain $7.50 per user, making it a very cheap way of acquiring customers".

¿Y cuál fue el "descubrimiento" de Zuckerberg? Mejor verlo (visto en Blogs Corporativos).

Más...

• Guy Kawasaki: Social Entrepreneurship: Ten questions with David Bornstein.
• Paul Beelen: ¿Por qué Facebook es 'The Next Best Thing'? Tres razones.
• Mashable: Facebook investigated for safety practices.
• Spare Change: Why Web 2.0 matters to Social marketers?
  
• Experience Curve: Conclusive proof: Facebook is mainstream.

Did you know? (2.0)

La segunda versión del video Did you know elaborado por la compañía XPLANE, The Visual thinking Company que presenta y compara cifras que impresionan a los estadounidenses y al mundo.
Cifras a tener en cuenta.
¿Lo sabías? 2.0, visto en En el medio.

Prometeus, la revolución de los medios

Vía Aldo Van Weezel di con este video en You Tube que viene a plantear una nueva teoría profética sobre la revolución que provocará Internet en las formas de comunicación humana, así como hace un tiempo ya lo hizo el famoso Epic 2014 (rebautizado 2015).

Facebook Takeoff!

Facebook has been in the news a lot lately, opening up their own platform and apparently launching their own video campaign as well. Things might develop pretty quickly as integration with popular services is already taking off. Facebook video could benefit from the kind of video/author association that Youtube doesn´t offer. It is a site that has been rapidly moving up the ladder since lifting the restriction on college students (a pretty logical move) and one that now competes with the big dog, MySpace.

A Couple thoughts on Facebook:

• This is the only site that I´ve seen bridge the Spanish/English gap. Having lived in South America and in the States, I witnessed the growth of hi5 down South, and MySpace up North, and had to juggle both accounts to maintain friends. Finally, facebook has been able to somehow buzz market themselves for both populations when others couldn´t.

• Facebook has been able to steal users from other sites. It is my impression that at least some people are coming to facebook, and leaving other sites completely. Why? In contrast, I think facebook has two advantages: its cleaner and more aesthetic, and it develops deeper, more integrated references (for example, in the picture tagging dynamic). It may make for a more complete, efficient social experience. Of course, it does depend on personal taste.
  

It wouldn´t surprise me to watch facebook takeoff and run with what they have, and with that they will develop along the way. Already, people are talking about just who will end up buying it. But your guess is as good as mine.

And on a related note:
This whole Facebook platform really get me thinking about the concept of integration, as it will allow for a substantial bit of sharing between other popular services on the web (for example, your Twitter or Veoh account in facebook).

Its a revolutionary idea that really is the basis for a lot of 2.0 ideas out there. But for me, having some integration really makes me want to have all integration (it just tastes so good!). I would love the idea of being able to get into facebook to access THE WORLD, but its a bit disheartening to see big services tied to big companies (flickr to yahoo, youtube and blogger to google, myspace to News Corp). Essentially, this whole movement is really trying to build an impossible bridge, and people are still going to have to jump all over the Internet to try to catch up.

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