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“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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