– Why the future of business is small
On air:
24 January 2015
Click to download the interview
“The industrial era, the job of the promoter was to convince you that you needed the product. Now, products are made for the consumer.”
Steve Sammartino believes social media strategy is flawed by definition. He argues that social media is merely the ‘entrée’ to an entire revolution in human communication.
In his book The Great Fragmentation, Steve explains how the four ‘P’s of traditional marketing (price, place, product and promotion) have been affected by advancements in technology.
The movement from mass marketing to niche marketing has spawned a more ‘human’ requirement for product promotion. The scarcity of the industrial age has been replaced with seemingly unlimited product choice readily available online. This creates a more ‘human-based economy’ where products are tailor-made for the niche consumer.
Steve challenges and subverts our preconceptions about marketing in the 21st century. Often used to describe the activities of underground online deviants, Steve uses the term ‘hacking’ to describe ‘a way to get around a system to find a better outcome.’ He says successful businesses should ‘hack themselves’ to be sure they are delivering the best possible service.
Listen to this herBusiness interview with Steve Sammartino to learn:
- How to create valuable content in the super-competitive ‘fragmented economy’
- Why demographics may no longer matter
- How technology disrupts old business models
- How the niche seller has regained control of pricing
- The benefits of being number one in your niche
- What the old rules about Product, Price, Place, Promotion in a digital age
This post was co-authored by Poppy Johnston. Poppy completed a journalism internship at the Australian Businesswomen’s Network. She is studying Media and Communications at The University of Sydney.
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About the guest(s)
Steve Sammartino
Steve Sammartino had his first startup at age 10 running an egg farm in his backyard. He worked in Marketing & advertising at executive levels and escaped his cubicle in 2005 to found rentoid.com – a peer to peer renting portal. After a successful exit he embarked on a crazy projects including putting a Lego space shuttle into orbit, building a Lego car with an engine that runs on air. His debut book, The Great Fragmentation came out this September. It’s a marketing manifesto for the technology revolution and has already been translated into multiple languages. His first book, The Great Fragmentation — Why the future of business is small, is out now.
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