There are a few trends in the industry that are worth commenting on in that they relate in a very interesting way.
Economics shifts towards renewal/retention: Software-as-a-Service and subscription-based revenue models in other industries have shifted the economic weight away from the upfront sale and towards the renewal in those businesses.
Information access becomes free: The information resources available on the Internet have put buyer education in the hands of buyers, allowing them to educate themselves more easily than ever before.
Brand reputation control shifts to the audience: Social media has taken brand reputation out of the control of marketers and into the control of the audience, both in terms of good reputations and bad reputations
So, what is interesting about this? If we look at this from a purely theoretical standpoint it begins to become clear why it is theright strategy to begin to freely provide education, insight, guidance, and help to the audience at large through social media.
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