As the roles across the value chain of the various
publishing sectors change we find ourselves asking, how much does it cost to acquire
a new customer, to retain them and to do business with them in an environment
where prices remain at best unstable and at worst are falling?
Who should do what, and spend what to promote what, is an interesting challenge with authors, publishers,
retailers all trying to be the communications hub with their consumers? The buzz word today is 'discoverability' and how we can all channel our resources (money and effort) to making it work.
Google, Twitter, Facebook all are about advertising and maximising
their opportunity for businesses to pay to be see over the crowd. If you want
to be seen at the top of the search then search optimisation is a key and money
is the answer. If you want your tweets to resonate then again money is the
answer and now Facebook is to join the game which gives you details on how many
people have viewed what has been written.
Anything that gets searches, tweets and events and posts ‘seen’ is fair
game and with it obviously comes an army of helpers to enable businesses to exploit
these facilities at an additional cost. Facebook now plan is to introduce their new post service in the US and has begun tests in New Zealand. The cost is thought to be
$7 a post and obviously could raise significant revenues
for the social giant.
What is clearly now starting to appear is a whole series of new toll boths and
additional cost options to doing business on the internet, or as some would
suggest – doing business. Social and Search giants are not alone in creating
new additional and compelling charges , the banks, insurance and other
financial institutions have done it for years. The questions are now whether the market can sustain the overall costs, who should respond
and how and who should channel their resources elsewhere?
It is after all easy to spend money but often much harder, or increasingly harder, to make it>
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