David Orban made a very interesting lecture at the California School of International Management about “Strategic Marketing Evolves – The changing role of brands in the network age” (February 6th, 2008).
You can watch the SlideShare of this lecture (audio video, 20 min)
in David Orban’s blog
David Orban CEO of Questar, is the founder of Vulcano island (slurl) in Second Life: in Vulcano Island he is making an experimental analysis of form of political interaction in on line worlds.
His thesis in this lecture is that:
“Disintermediation is immediacy. After a hiatus of ten thousand years, during which more and more sophisticated tools were needed to overcome the lack of contact between the producers and consumers, today, with the new opportunities that the network gives us, we can go back to rely on reputation as the surest guide on which to base our transactions.”
While speaking via Skype with David, he asked me my opinion about the way companies will deal with the emerging form of marketing analyzed in this lecture.
In my opinion it is compulsory for marketers to evolve the old concept of Corporate, Brand and Product image to the contemporary way of communicating. Now interaction with customers is in real time and customers are directly connected to the company image and have a strong power in determining the company reputation through blog, social networking and social shopping.
This blog is about eCommerce and Social Shopping: in my opinion eCommerce term must merge into Social Shopping. It is important that in Social Shopping the Immediacy and disintermediation level must grow in Users on line experience. The On Line Shopping experience must give a value added to the traditional one. That is the reason why in Buzzes.eu I am publishing some examples that I consider significant about eCommerce and Social Shopping.
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