The Holy Grail of Advertising & Marketing? Some might say that single most-prized method to which all aspire but never quite reach . . . the ultimate value-efficient marketing propositions . . . must occur at 100% market share attained at zero-cost advertising.
Essentially, this can only occur in a monopoly market.
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But aside from monopoly, where do we get closest to this business model? Direct Marketing. Ask any business owner, entrepreneur or operator: What is your most effective form of advertising? 95% of the time, the answer is, “repeat & referral; word-of-mouth”. Of course, this is the most ancient form of “telling about something in a positive light”. A stock market represents a highly-efficient market – and what is the typical form of advertising in a stock market?
Word-of-Mouth!
So, in terms of Direct Marketing, we are dealing essentially with a social milieu – a network of people. And what is the most ubiquitous social milieu of the nascent 21st Century? You already guessed it . . . GOOGLE!
More about the real costs and nature of Direct Marketing as incarnated by Google in the next entry. Thanks for reading!
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