Wikinomics – Don Tapscott — How mass Collaboration Changes Everything
Followup article by Paul Cubbon, UBC Sauder School of Business
Marketspace Matrix:
y-axis: product, price, promotion, place, community
x-axis: awareness (cut through noise, disrupt habits); exploration (potential customer exploring what you offer); commitment (provide some info in exchange for discount, free trial; want them to loop around to exploration in some cases); dissolution (relationship ends; people graduate, kids get bigger, so need different types of products, etc.)
How do we overlay 3rd dimension of interactivity and individualization (personalization) in each area?
Online marketing cannot exist in a silo separate from PR, media relations and iter offline activities; offline/online efforts need to be integrated.