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Much of the ‘Long Tail’ concept as Chris Anderson describes it is due to a process of democratisation driven by the web. Just as the democratisation of the ‘tools of production’ – the ready availability of PCs, digital cameras etc – has enabled users to … Continued
Some argue that, despite ‘the long tail’ that has been uncovered by the development of the web (the many minor niches that suddenly can attract a supplier to the niche because they can now find a large enough audience to make … Continued
Chris Anderson – along with Seth Godin and Malcolm Gladwell – has been among the most influential writers about how new media are creating new dynamics. As Godin looks at the nature of marketing and the change to ‘Permission Marketing’ … Continued
Previous blogs have explored some of Malcolm Gladwell’s ideas. What can a small business learn from Gladwell? Focus on identifying the Connectors (the people who know everyone and are pro-active referrers), the Mavens (the experts, the people who are … Continued
Malcolm Gladwell’s 2000 book links naturally with Seth Godin’s ideasvirus. It was described by the Daily Telegraph as “a wonderfully offbeat study of that little-understood phenomenon, the social epidemic”. He uses as examples Baltimore’s problem with syphilis, the Ride … Continued
Godin published this book in 2001 – effectively a model for building a customer base in the world of new media opportunities. Word-of-mouth has always been important and been able to create rapid growth of awareness, but in the internet … Continued
For Seth Godin the Purple Cow is the eighth P of marketing – along with Product, Price, Promotion, Place or route to market, People, Physical Presence (branding) and Process – and it stands for ‘Be remarkable’. Yes, he is cheating … Continued