This stratification between the industry’s “have’s” and “have not’s” is becoming faster and evermore pronounced and the distinction between the two sharper than ever before – a distinction that goes far beyond doing the right thing and into doing the smart thing.
My belief on this matter is being reinforced by watching the moves and attitudes of some of the industry’s best and largest players and their adoption of – and integration with – traditionally “mainstream” marketing practices and business regimens at a level that would make any Fortune 500 company proud.
The upshot is that at the highest levels, many slick moves are taking place. Now, I don’t mean “slick” in a “watch me hide my cancel link and send my re-bills through the roof” sort of way, but slick in a “watch me develop detailed metrics on my content acquisition, deployment and monetization cycle, and then use them to increase my bottom line” sort of way.
This is a huge topic, but the result is simple: the guys working it smart are going to make bank, the guys sticking to “business as usual” will be fighting over fewer crumbs spilling from the rich man’s table. Wouldn’t you rather have a seat at that table?
Me? I’m off to sharpen my pencil, because it’s going to get even rougher for those trying to compete out there. I suggest that you all do the same. I’ll see you at dinner…