What a week in the online world. Do we have apps or do the apps have us? Perhaps the love-hate triangle of customer-vendor-content provider is the heart of this struggle.
Nobody likes change as seen in Google, Facebook, Netflix, et. al. v. The World. But, why do consumers keep falling in love with the same things and then feel betrayed? Remember the revolt over the iPhone tracking us and Apple keeping the data stored?
Surely, we believe, the platforms we love will respect us in the morning with another coincidental daily deal, suggested app, news item, song, friend connection or professional contact with no price to pay. We are their customers and they value us.
Recent changes with Facebook, Google, Netflix and the like are driven by fact that once a company has ramped up a following, the next questions center on how you can “monetize” the platform effectively.
I wrote previously about a battle between Cablevision and News Corp over fees that are paid for content. Foreshadowed at the same time last year was news of Comcast requesting higher fees from a Netflix streaming vendor to cover increased bandwidth it chewed up delivering programming. So, these issues rarely occur as “Qwikster” as people think.
Now comes this piece about Net neutrality rules that are set to go into effect via the FCC. If we want to continue “all-you-can-eat” consumption, someone else will pay, just please not us. So, companies design a spoonful of sugar with the virtual medicine of content that is trackable, measurable and…wait for it…marketable. Yes, our platforms “value” us – we are the value.
Solutions? Well, you can embrace this scenario and take the ads, texts and more made available to you based on your tastes and posts. The new Facebook timeline is geared to take “word-of-mouth” to a new level. Google is positioning itself with its Motorola Mobility acquisition and Plus social tool.
I joked last week that you can use the new social tool called facetoface. That’s where people see each other during meals, meetings and other real-time situations and communicate directly. I touched on this issue seriously in a recent post.
There are also many small businesses in each of our communities. Those entrepreneurs benefit from the use of tools like the ones mentioned. They will also collect data like remembering your name and face – they like to have that for the next time you visit.
Catch Driver Marketing likes using facetoface, but understands a virtual introduction is helpful. Connect with Glenn Kass and Catch Driver at www.catchdriver.com. You can also check out Facebook (www.facebook.com/catchdrivermarketing) and Twitter (@CatchDriverMktg).