THE INTERNET AS A DISRUPTIVE FORCE DIGITAL MARKETING HOW IS ECONOMICS AFFECTED BY THE WEB Bruce Ledesma Digital Marketing Strategist October 2014
The Internet as a Disruptive Force: How is Economics Affected by the Web
Jun 22, 2015
The Internet is a disruptive force that is reshaping how we supply and demand products and services. The power of the web enables one-on-one mass marketing, creating new business models and destroying others. Online user behavior in the form of data is a central element in this paradigm shift. Commonly referred to as "the petroleum of the 21st century" user data is allowing companies to better target potential consumers, generating cost reduction and better results, at the same time it raises serious questions about data sensitivity and user privacy. It's a brave new world out there, thanks to the transformation power of the web.
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THE INTERNET AS A DISRUPTIVE FORCEDIGITAL MARKETING
HOW IS ECONOMICS AFFECTED BY THE WEB
Bruce LedesmaDigital Marketing Strategist
October 2014
BRUCE LEDESMABruce is a big data researcher and speaker and digital marketing strategist with over 15 years of experience helping companies position themselves efficiently online. He has developed work for Coca-Cola FEMSA, AmBev, Petrobras, Grupo Bimbo, GOL Linhas Aéreas, TAM, Cosan, Lojas Renner, TIM, VIVO, Bradesco, CSN, Homex, Maxcom, Marisa, Natura, Net Serviços, Santander, Sulamérica, TOTVS, and others.
His main activities include developing digital marketing strategic plans, internet business models, social media marketing, content/video marketing, SEO, SEM, professional websites/blogs, and analytics strategy.
Bruce holds a bachelor's degree in Business Administration from Universidade Mackenzie, an MBA in Digital Marketing from Fundação Getúlio Vargas, and a specialization degree in Social Media Marketing from New York University. He has traveled around the world twice, visiting 40+ countries, and speaks Portuguese, English, Spanish and Russian.
Contact [email protected]
@ledesmabruce
br.linkedin.com/in/bruceledesma/
www.datafy.com.br
www.slideshare.net/bruceledesma1
HENRY FORD’S T-MODEL“You can choose any color, as long
as it is black”
MASS PRODUCTIONThe single best way of offering a product or a service
HOW HAPPY WERE WEWITH UNIVERSALS ?
ECONOMICS IN THE 19TH AND 20TH CENTURIES
ECONOMIES OF SCALE> Economically feasible> Assembly line (lower cost)> Prices affordable for the general public
DURING 200 YEARSIT WAS ALL ABOUT UNIVERSALS
THE REVOLUTION OF THE END OF THE 20TH CENTURY
UNDERSTANDING VARIABILITY!
WHAT IS ECONOMICS?
“A social science that studies how individuals make choices on allocating scarce resources
to satisfy their unlimited wants. ”
IT IS A BEHAVIORAL SCIENCE
“INDIVIDUALS” IS THE BIG WORD
CAN WE PRODUCE GOODS AND SERVICES THAT ARE CUSTOMIZED FOR EACH
INDIVIDUAL?
CHRIS ANDERSON’S “THE LONG TAIL”
The forces of the web democratize and shift the
control in supply and demand.
THE LONG TAIL
IS THIS THE END OF BRICK AND MORTAR?
THE DIFFERENCE BETWEEN PRICE AND VALUE
PRICEDEFINED BY THE
COMPANY
VALUEDEFINED BY THE
CONSUMER
THE WEB IS REDUCING THE GAP
LESS INFORMATION ASSYMETRY
information asymmetry deals with the study of decisions in transactions where one party has more
or better INFORMATION than the other.
This creates an imbalance of power in transactions which can sometimes cause the transactions to go
awry, a kind of market failure in the worst case.
WEB DRIVES PRICES MORE COMPETITIVE MARKET
INFORMATION ASSYMETRY
iPhone is enriching its ecosystem through developers who create apps, making its environment more valuable than the iPhone itself.
At some point Windows had a 95% market share because of its ecosystem (users and partners) and not because of the software itself. A virtuous circle
NETWORK EFFECT & LOCK-IN
CLOUD TECHNOLOGIES
OWNERSHIP USAGE
NEW MODELS AFFECTING THE ECONOMY
FREE: THE FUTURE OF PRICES
FREMIUM (FREE + PREMIUM)
FREE: THE FUTURE OF PRICES
TARGETED ADS BASED
“THERE’S NO FREE LUNCH”
MILTON FRIEDMAN (1912 – 2006) ECONOMIC SCIENCES NOBEL
PRIZE IN 1976
USER DATA IS THE NEW CURRENCY!
DATA SENSITIVITY & PRIVACY
Sold user data to the government. Police sent
speeding tickets to Tom Tom users. CEO publicly
apologized.
Predicted client pregnancy to market baby products.
Accused of violating clients’ privacy. Bad press in the U.S.
YOU ARE WHAT YOU LIKE
BIRDS OF THE SAME FEATHER FLOCK TOGETHER
HOW IS ECONOMICS AFFECTED BY THE WEB
THE INTERNET AS A DISRUPTIVE FORCE
QUESTIONS?
COMMENTS?
COMPLAINTS?
THANK YOU!
Bruce LedesmaDigital Marketing Strategist
BIBLIOGRAPHY
Anderson, Chris. “Free: The Future of A Radical Price”. New York, NY: Hyperion –HarperCollins, 2009.
Siegel, Eric. Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die. Hoboken, NJ: John Wiley & Sons Inc., 2013
Anderson, Chris. The Long Tail: Why the Future of Business is Selling Less of More. New York, NY: Hyperion – HarperCollins, 2008.
Mayer-Schönberger, Viktor and Cukier, Kenneth. Big Data: A Revolution that Will Transform How We Live, Work, and Think. New York, NY: Houghton Mifflin Harcourt Publishing Company, 2013.
Gladwell, Malcolm. Choice, happiness and spaghetti sauce. TED 2004.http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce?language=en
Kosinski, M., Stillwell, D., and Graepel, T. Private traits and attributes are predictable from digital records of human behavior. Proceedings of the National Academy of Sciences of the United States of America. http://www.pnas.org/content/110/15/5802.full
Newman, Jared. TomTom Caught Selling Speed Data to Dutch Police. PCWorld, 2011. http://www.pcworld.com/article/226527/TomTom_Caught_Selling_Speed_Data_to_Dutch_Police.html
Adolpho, Conrado. Os 8 Ps do Marketing Digital. São Paulo, SP: Novatec Editora Ltda, 2008.
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