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4 Comments
- sbradley3, on 12/20/2008, -0/+0This is an excellent observation, but it suggests that there is a tipping point between Wal-Mart (the largest corporation) and an individual in rural American using Twitter via dial up. At some hypothetical point between these two extremes, the advantage switches.
And if this is true, there is no reason to think that this fulcrum does not change over time. Thus, we must know not only where the advantage lies but what direction it is trending. Web 2.0 threw the advantage strongly in favor of the individual. But with the large marketing budgets of corporations, is it not logical to think that the advantage will be trending back their way? - hempychik, on 12/20/2008, -0/+0This article is very encouraging. Love your blog btw, Seth. I am one of those individuals who definitely views it as an increase in leverage. I spend my time online every day for between 8 and 10 hours just to prepare the way and work on SEO for a new site. I am getting ready to launch a new jewelry site http://www.uniquechicjewelry.com , and have been spending all of my free time in preparation in marketing.
- robregal, on 12/19/2008, -0/+0Being in radio, I realize that both the present and future of my biz is internet. The elephant in the room, so to speak - in my opinion, is internet clutter. Inboxes are spammed. Facebook members have 3,000 friends and can't keep up with them. And there are people who do what I do who contemplate multimedia strategy. But, what will help us- any of us- rise above the exponential growth of internet clutter. Funny, the phone eventially yielded the need for the answering machine and voicemail. People use (and misuse) social networking sites, and people become more and more cynical. All this to say, Seth is reinforcing my believe that we had better evaluate our strategies regarding the world now known as internet marketing.
- linda456, on 12/19/2008, -0/+0Big Brands v.s. The Individual A Long Overdue Battle
Business models for big brands focus on a process not an individual. Make the process as simple as possible, staff it with the least talented people for the least amount of money, and make the experience the same everywhere, every time. Market this brand as the deliverance from the pain created by the needs and desires of the masses. (Properly analyzed, segmented and targeted of course.)
Mass branding is uninspiring. A recent road trip across the country left me bored every town a clone. The same brands, same stores, and same buildings, the same signage and building codes, there was nothing to discover, my country, overrun by lifeless franchises. Yet, last year seeing the familiar 7/11 convenience store logo in China was both disturbing and comforting at the same time. My country’s brands were worthy of adoption by this ancient culture. American business must be doing something right. The globe covets our brands.
We are strange creatures, simultaneously drawn to and repelled by familiarity. We crave something new, yet most of the time we choose the same old familiar thing. Entrepreneurs are encouraged not to buy themselves a job; they must build a brand, a scalable process, an empire with an exit strategy. I say take advantage of the leverage the internet provides, learn about the things that inspire you, follow your bliss, create something new, seek out the individuals, read their blogs, respond to them, buy from them, be one of them.
