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Home / Marketing & Retail / Digital marketing / Age of Conversation

Age of Conversation

Age
 of
 conversation
 which
 enables
 individuals
 to
 be
 producer
 and
 have
 their
 own 
medias 
created
 a 
new
 “influential”
 segment.
 Statistics 
agree 
that
 only 
one 
percent
 of 
the
 internet
 users
 included
 in
 this
 section.
 Although
 influentials
 constitute a
 very 
little 
portion
 of 
the 
internet 
users,
 their 
effects 
are 
very 
high.
 They
 have 
the 
power 
of
 influencing
 thousands
 of
 people
 with
 the
 content
 they
 produce;
 they
 influence
 their
 purchase
 decisions
 in
 many
 cases.
 I
 will
 discuss
 how
 the
 age
 of
 conversation 
may
 change
 our
 pricing
 practices
 by
 bringing
 forward
 a
 new
 provocative 
propositions.

Let’s
 start
 with
 video
 producers.
 A
 video
 camera
 may
 be
 purchased
 at
 an
 average 
price
 of
 300
  dollars
 among
 hundred
 of
 brands
 competing
 according
 to
 similar 
pricing
 models.
 It
 is
 possible
 to
 confer
 a
 completely
 new
 meaning
 to
 pricing
 by 
looking
 from
 the
 point
 of
 conversation
 age.
 Today
 many
 video
 sites
 like
 Metacafe, 
Revver 
reward 
their 
members
 for 
the 
contents
 they 
produce.
 For
 example 
Metacafe 
pays
 its
 members
 
$5
 for
 every
 thousand
 views
 your
 video
 gets
 on
 their
 site.
 This
 means
 that
 the
 price
 of
 a
 camera
 at
 amount
 of
 300$
 corresponds
 to
 creating
 of
 a
 video
 which
 is
 viewed
 60.000
 times.
 When
 these
 videos
 are
 viewed
 total
 60.000
 times,
 camera 
pays 
its 
price.
When 
the 
pricing
 is considered 
from
 this
 point 
of 
view,
it
 arises 
that
 in 
fact 
the
 video 
portals
 and 
video 
producers 
may
 define
 the 
prices 
of 
the 
cameras
 as
 “viewing
 number”.
 Directors
 may
 own
 the
 cameras
 free
 of
 charge
 by
 promising
 to 
produce 
content.

On
 the
 other
 side
 let’s
 look
 at
 the
 people
 who
 have
 their
 own
 sites.
 The
 most
 comprehensive
 monetization
 method
 is
 “Google
 Adsense”.
 I
 think
 that
 Google 
Adsense 
may 
take 
a 
special 
place 
in 
new
 pricing 
practices.
For
 example
 imagine 
that 
Dell
 wants
 to
 offer
 a
 discounted
 price
 to
 content
 producers.
 They
 may
 speak
 to
 content
 producers
 as
 follows
 “100
 dollars
 you
 earn
 from
 Google
 Adsense
 is
 two 
times
 valuable
 when
 you
 purchase
 Dell
 laptop”.
 Dell
 appraises
 the
 money
 earned
 from
 “Google
 Adsense”
 two
 times
 than
 its
 normal
 value.
 Since
 only
 the
 content 
producers 
have 
Google 
Adsense
 income,
 the 
discounted 
prices
 are
 being
 submitted
 only 
to 
them.

As
 a
 result
 I
 think
 that
 considering
 the
 questions
 “How
 can
 I
 offer
 special
 price
 to
 the
 influentials?’’
for 
the 
brand
 managers
 and

‘’
How 
can 
I
 make 
influentials’ 
money 
more 
valuable?’’
 for 
the 
entrepreneurs 
will 
tap
 new 
opportunities.

 

Image source: http://ilovefashionretail.com/wp-content/uploads/2014/05/influencer-marketing001.png

Özgür Alaz

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