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.