In just its second year, the Small Business Saturday initiative managed to pull 103 million customers through the doors of small business establishments. This Thanksgiving weekend frenzy surpassed the projected number of 89 million and showed that the bourgeoning “shop local” movement is gaining traction in a real, measurable way. What’s most interesting about the push to shop local is how much of its success hinges on social media marketing; this is particularly interesting considering the two industries developed almost directly alongside each other, at least in terms of sophistication and popularity.

Small business has almost always relied on word of mouth to succeed. There are very few national TV spots and building-side ads trying to pull you into Daydreams Comics in Iowa City, Iowa or Homespun Crafts in Indianapolis, Indiana. Unfortunately, word of mouth for a lot of businesses can only go so far. Social media is essentially a rebirth for word of mouth in a digital age. Platforms like Facebook allow small bookstores to broadcast events to an always ready audience, reaching them on their cell phones as well as computers. Twitter is used by many “pop up shops” and mobile businesses to let consumers know where in the city the business can be found that day. Given the incredible success social media has had on small businesses this year, how should these businesses proceed moving forward?

Word of mouth has always been an important part of marketing, both because it is free and because, almost always, the words are going to a person from someone in their life that they trust. This gives credence to the brand and service, as well as giving confidence to the overall purchase decision. If you’re looking for what to do in Chicago, for instance, you are more likely to take the advice of a person you know and trust who has experienced it than from a kid who once saw a movie about Chicago and thought it was okay.

The massive shift to digital has opened up new avenues of marketing, which are ultimately cheaper and hold lots of promise for small businesses who have limited advertising budgets.

Google AdWords Express

In an effort to give small businesses a bit of an edge in catching the attention of customers, Google launched a service called Boost, which would later become AdWords Express. The idea here is that you register your business with Google and when someone searches for stores in your area, you stand out from the usual suspects (read: international corporations show up as red tabs and you show up as a blue tab that automatically sets you apart).

SEO

Search Engine Optimization (SEO) is emerging from the dark shadow of its past to become a massive force in Internet marketing. Large corporations use it to boost their rankings in search engines, but smaller business can use SEO to deepen their potential customer base. SEO is beneficial for one simple reason: people can’t go to your site if they can’t find it. Targeting keywords specific to your business and location will help more people find your site and hopefully walk through the doors of your storefront.

Mobile Marketing

After this past Black Friday and Cyber Monday, there are considerably more smartphones and tablets out on the market. That number is growing as people move away from stationary computer setups toward mobile Internet devices. Companies like Groupon have launched local services that allow small business owners to create offers and deals in real time and beam them to cell phones of customers who could be in your neighborhood. Your deal that day might win you a new regular customer.

The shop small revolution has a lot of support behind it in the shrinking world. People are starting to reject the convenience afforded by huge corporations and re-invest in their communities by shopping small. The movement will likely grow in the coming years and businesses looking to harness the increasing public enthusiasm for “small shopping” will have to evolve their marketing methods with the digital methods cropping up and leverage them to succeed in the current economic landscape.

Engadget reports Aldebaran Robotics’ Nao robot has already received a few upgrades from both the company itself and other developers: features like a 1.6GHz Atom processor and dual HD cameras that promise to allow for better face and object recognition even in poor lighting conditions. What’s more, while robot’s outward appearance hasn’t changed much, it has also received a number of software upgrades, including Nuance voice recognition, an improved walking algorithm, and a number of other measures to cut down on unwanted collisions.

Interested developers will finally be able to get their hands on a bot of their own quite soon. To do so, they’ll have to sign up and quality for the just-launched Nao developer program, which costs €3,600 (or roughly $4,800) and will initially be limited to just 200 participants. That hefty price does naturally include the robot itself, along with a complete software suite, and “privileged access” to Aldebaran Robotics’ source code.

Andrew Clancy is a talented videographer who lives in New York. He shot and edited this video as a lyrical interpretation of New York City. He says on his blog:

Living in New York I’d grab my Canon 7D, or S95, and shoot footage of what was going on around me. It seemed like a never ending project and you could stay filming life in New York for a long time Eventually I put the camera down and started to edit. Here’s the end result, it’s a bit rough and ready but that’s life in the Big Apple I guess. Turn up the volume on this one for the beautiful song ‘We Don’t Eat’ by Irishman James Vincent McMorrow.

Enjoy watching the amazing views of New York City and listen to the wonderful background music.

A Year in New York from Andrew Clancy on Vimeo.

We will always wait for the next one more thing!

Thank you for everything you created. R.I.P. Steve Jobs…

With a jet-powered wing attached to his body, Yves Rossy expands the possibilities of human flight. On May 7 of this year, Swiss pilot Yves Rossy stepped out of a helicopter 8,000 feet above the Grand Canyon and … took off. Wearing a rigid wing powered by four model jet turbine engines, Rossy flew for eight minutes over the mile-deep trench, soaring over the red rocks before parachuting down to the Colorado River far below. It’s the latest exploit in a life powered by one dream: to fly like a bird.

Wearing his single wing, Rossy really flies, steering with the movements of his body. In the last couple of years he has crossed the English Channel, flown over the Swiss Alps and performed aerobatic loops around a hot-air balloon; for his next quest, he is developing a new kind of parachute that will enable him to fly as low as 200 meters.

Yves Rossy shared his story with the crowd at TED Global in Edinburgh, Scotland.

As an entrepreneur and an editor, I really like to hear founder stories. I think every entreprenur like me want to hear about what happened at famous technology companies in the very earliest days. Where did founders get the ideas that made them rich? How did they convince investors to back them? What went wrong, and how did they recover?

Matthew Wise also wondered what it would have been like to hear stories from founders like Steve Jobs and Bill Gates during their startups’ early years. Wise felt a need for a way to get interviews of notable entrepreneurs and their success stories. Matthew Wise and Andy Saebjorensen invested co-built an open platform to enable other founders around the world to participate in FounderLY.  Any founder may film a fellow founder, so long as you follow the FounderLY roadmap, and submit the video to FounderLY. FounderLY will then package it with an intro, bumper, and a closing, and publish it to its website FounderLY.

Thanks for Wise and Saebjorensen for their visionary project. Below you can see an example video from FounderLY featuring serial entrepreneur Steve Blank.

Steve Blank Part 1 of 5 from FounderLY on Vimeo.

What can happen in one day? If you are talking social media, the answer is a lot. DBA Worldwide has made a cool video for the impressive stats of social media. For example 700,000 new users register on FaceBook every day…

A Day in the Life of Social Media from DBA Worldwide on Vimeo.

If you are an entrepreneur trying to introduce your startup or business idea to potential investors, you need the right “one sentence pitch for your startup” to attract the VCs or angel investors. Investors hear, on average, five to ten presentations each day from entrepreneurs. You’ve got one minute to grab an investor’s attention. Kicking your presentation off with a one sentence summary that highlights your idea and its potential value will help you get them interested.

Summarizing your business plan in one sentence is very hard but Adeo Ressi from Founder Institute can help you perfect the art of the one sentence pitch in an easy way. Ressi says “Most entrepreneurs manage to screw it up… How much better would the world be if every startup could explain their business well in one sentence?” . He has created created a rudimentary template in Mad Libs style:created a rudimentary template in Mad Libs style:

My company, __(insert name of company)__, is developing __(a defined offering)__ to help __(a defined audience)__ __(solve a problem)__ with __(secret sauce)__. You can see in the video below, how to use Ressi’s helpful tool for young entrepreneurs.

Madlibs for Pitching from Video4 on Vimeo.

Brooklyn-based cinematographer Luke Geissbuhler and his son built a carrier from a take-out container and placed an HD Camera and an iPhone 4 inside it. With the help of a weather-ballon they launched the carrier from New York and it reached upper stratosphere just an hour later.

At 19 miles height, the helium gas inside the balloon expanded and the balloon burst because of low pressure and the carrier started to fall back to the ground with the parachute deployed. The carrier landed 30 miles outside New York and the iPhone transmitted its position with its GPS module so Father and son picked it up.

I think, Apple and Steve Jobs must award this success. You can check their website Brooklyn Space Program and also watch the journey of the iPhone to the outer space in the video below.

The Internet Internet traffic is increasing very rapidly, close to doubling each year since 1997.    Jesse Thomas collected remarkable stats on the Internet in one video. As the social network sites and YouTube like media-sharing sites take much more time in our lives, People-Powered Internet grows up. Some of the amazing figures about people-powered  Internet shared in the video:

• - Facebook gets more than 260 billios pageviews per month.
• - YouTube serves 1 billion videos in one day.
• - The average Internet user in the USA watches 182 online videos in a month.
• - There are 1.4 billions email users worldwide.

Thanks Jesse Thomas for combining and animating these stats. You can watch the video below:

JESS3 / The State of The Internet from Jesse Thomas on Vimeo.

Google primarily provides search and advertising services, which together aim to organize and monetize the world’s information. In addition to its dominant search engine, it offers many  tools and platforms including its more popular products.

There are more than a hundred Google services & products and some useful ones are little-known. We prepared a guide for Google’s services and products to show you how big giant Google is. If you want to add a Google service or product that  doesn’t exist in this list, please feel free to comment.

We arranged Google’s services and products (only 130 of them!) into  10+1 categories:

Search, Advertising, Location, Communication&Publishing, Online Shopping, Personal Productivity, Business Solutions, Mobile, Development, Social Responsibility and Other.

All the Google Logos, trademarks, graphics and other material related to Google are properties of Google™.

This Site Is Not affiliated with Google™ .

References:

1. Google Company Profile on CrunchBase
2. Official Google Help Pages
3. List of Google products article on Wikipedia
4. Jooit’s Google Index

In a funny, rapid-fire 4 minutes, Reddit Founder & Entrepreneur Alexis Ohanian tells the real-life fable of one humpback whale’s rise to Web stardom at TedIndia 2009 Event. The lesson of Mister Splashy Pants is a shoo-in classic for meme-makers and marketers in the Facebook age. A great story to show how social media can effect a change in the real World. If you want to watch the video, go ahead.

Alexis Ohanian co-founded Reddit, a social-voting news website with geek allegiances, a small-town feel and a penchant for lighting up the memes your friends IM you about next week. Reddit was founded by Steve Huffman and Alexis Ohanian in 2005, both 22-year-old graduates of the University of Virginia. It received its initial funding from Y Combinator. Condé Nast Publications, owner of Wired, acquired Reddit on October 31, 2006. Ohanian left Reddit in his official capacity in 2009, but continues to be involved with the site’s direction as a sort of godfather, dispensing friendly wisdom (and t-shirts) from his user account, kn0thing. Of late, he’s focusing on Breadpig, a hub for geeky books and merchandise.

Did you know, monkeys have 12 hairs at any one time

The first ever Gov 2.0 Summit was held in Washington,DC; in September 2009. The summit brought together leaders from the private, public and government sector to find better ways of dispensing information.

Eric Ries from VC firm Kleiner Perkins Caufield & Byers was one of the speakers at Gov 2.0 Summit. In the video below, Eric Ries is sharing his wide experience about creating “Lean Startups” by “Doing More with Less” as both a former entrepreneur and a VC advisor.

Eric Ries became a Venture Advisor at Kleiner Perkins Caufield & Byers, after co-founding and serving as Chief Technology Officer of IMVU. He is the co-author of several books including The Black Art of Java Game Programming (Waite Group Press, 1996). While an undergraduate at Yale Unviersity, he co-founded Catalyst Recruiting. Although Catalyst folded with the dot-com crash, Ries continued his entrepreneurial career as a Senior Software Engineer at There.com, leading efforts in agile software development and user-generated content. In 2007, BusinessWeek named Ries one of the Best Young Entrepreneurs of Tech. He serves on the advisory board of a number of technology startups including pbWiki, Bunchball, FooMojo, Causes and KaChing.

Aaron Patzer’s personal finance manager Mint is one of the best examples for building a successful company from nothing. Aaron Patzer started Mint.com when he was 25. Mint launched in September 2007 at TechCrunch40 and in September 2009, Mint is acquired by Intuit for $170m. Mint.com has reached over 1.5 million users and helped them of people pay debt, manage job loss in the downturn. Aaron has packed a lot of experience in a very short time and shared his experiences and advices on several platforms.

Aaron Patzer isn’t only a successful Internet entrepreneur, but he also likes to help others about Internet business development. In the embedded video below, he  tells the story of Mint and gives incredibly useful advices for Internet entrepreneurs at a startup competition event called Juice Pitcher on the Microsoft campus.

Artist and computer scientist Jonathan Harris makes online art that captures the world’s expression — and gives us a glimpse of the soul of the Internet. Jonathan Harris wants to make sense of the emotional world of the Web. With deep compassion for the human condition, his projects troll the Internet to find out what we’re all feeling and looking for. In this Ted Video, Jonathan Harris tells The Web’s Secret stories.

While news from Iran streams to the world, Clay Shirky shows how Facebook, Twitter and TXTs help citizens in repressive regimes to report on real news, bypassing censors (however briefly). The end of top-down control of news is changing the nature of politics. Shirky, a prescient voice on the Internet’s effects, argues that emerging technologies enabling loose collaboration will change the way our society works.

In this Ted Talk which took place at took place at the U.S. Department of State, Clay Shirky tells the effects of Social Media on our livings.

Web 2.0 started as a revolution that uses the web to link people together. Web 2.0 means communicating, sharing, discussing and trading online in very useful ways never possible before. Web 2.0 simplifies collaboration and information exchange. We get used to Web 2.0 services as a part of our daily lives and these services are being more popular day by day.

Web 2.0 makes headlines, but how is it possible to make money by starting a Web 2.0 business? We are sure that there are very successful Web 2.0 companies. Google makes money based on  “free” search,  Facebook and other social networks  grow so quickly and their content is created by their users.

This concise list is prepared to explain what’s different about Web 2.0 and  to help you about how to create a successful Web 2.0 business.

1. A Simple Business Idea: Every succesful business requires a business idea.  The main problem abot business ideas is that people think a complex idea means more success. Most succesful Web businesses focus on simple problems and solve them perfectly. There were search giants before Google but Google improved search results, localized its services with a very-simple interface and for free. Don’t forget, complexity is the enemy of Web 2.0 . Think simple!

2. Create and Release as Early as Possible: The development velocity is important when you start a Web 2.0 business. Investors want to see working prototypes before they invest in your projects and don’t forget the competitors; some of them are experts about getting others valuable ideas and transform into businesses.

3. Use The Network Effect: Web 2.0 World is people-centric and there are countless free ways of collaboration with people who may become your users, investors or team-mates. Social networks and social bookmarking sites likes Digg are the best places to find volunteers for testing your products or advertising your business for free. Listen to your customers and let their feedback shape your product.Try to develop a community around your web business and hire a community manager as soon as possible. Motivated fans will be the best and the cheapest marketing staff of your company. The network effect is the main reason why leading Internet companies got so big, so  fast.

4. Use Web 2.0 Tools To Cut Costs & Save Time:The simple rule to calculate how much money you need for a startup is; ”If you plan to develop in a year, it’s going to take two; if you think it’s going to take $100K, it’s going to take $200K”. So you must find a way to cut your costs and finish your project in due time. Web 2.0 tools help you to complete your tasks in a fast and mostly for free (or at a small charge) way. For example FreshBooks offers a simple invoicing and time tracking services that help you manage your business and lets you . Google Voice gives you anumber for all your phones, voicemail and sms. Especially in the startup phase, online services save you time and money, be available 24/7 and make you look professional.

When developing your products; don’t re-create what you can source from elsewhere. Another website’s API or Google App Engine may reduce your development time. Try to source it from elsewhere before you build something up. If you’re lucky it can be for free but sometimes it’s worth buying a ready solution; your time is priceless.

5. Monetize Every Chance: Advertising can often seem overly commercial especially in the startup stage but a sponsorship or small advertising sections are good for your business to make some money. Every pageview of your web business has potential as an earning point. You can also find innovative ways.

6. Track Your Users & Rankings: Success of your web 2.0 business depends on your business’ statistics. More users mean more money. You must track how man users visit your site, how much time they spend on your site, the most popular and the least popular parts of your site, how much registered users you have and etc… There are plenty of web 2.0 services to track your user analytics and  I think Google Analytics or a similar service is adequate for this purpose. You must also track and evaluate the demographics of your users to understand their needs and level of interests. User registration and polls are good options.
Tracking you site’s ratings is another important thing. Google’s PageRank, Alexa’s Traffic Rank and other rankings show how popular your site is and enables benchmarking of your site’s performance to your competitors’. You must know who’s talking about your company and in what way,too.

7. Don’t Forget Marketing: If developing a good web service is 50% of your business; the other 50% is marketing. Most of the creative & innovative solutions become trash because they can’t become brands. New users mean new markets; having a well-planned market strategy can save your business’ life. Instead of diving into a crowded market like a red ocean full of sharks, look for emerging areas on the web and try to find niche markets.  You should read something about Blue Ocean Strategy to learn niche marketing better. Marketing and brand positioning are two important points that you can need a professional’s help.

8. Read About Successful & Unsuccessful Internet Companies: Experience means money and time. A web entrepreneur must read the success stories of Amazon, Google, Youtube, Yahoo, Digg, Facebook, Myspace, LinkedIn,  PlentyofFish and the others, once. But an internet entrepreneur must read the stories of unsuccessful Internet companies that entered the deadpool, twice.

9. Have a Revenue Model: You can have 10 million pageviews, your users can spend several hours in a day on your site but it’s possible that you earn nothing. Every business needs a revenue model. You can sell physical goods, just run ads or sell your online services. It’s your business and  you will make a decision.  Don’t forget without a revenue model, starting a web business is a business suicide.

10. Continually Improve Your Business and Develop Improvement Metrics: Continuous improvement is the key factor to stay alive in Web 2.0 World; without continuous improvement, Web 2.0 itself can’t stay alive.  Experience is important and failure breeds success. You must learn from your mistakes and not repeat them.
You should define your targets and the KPIs (Key Performance Indicators) to reach your targets. For example, ROI rate is very important if you have investors. Define your metrics and check them often and improve your strategies to improve your business.

This post is a brief of personal experience and inspired by Dion Hinchcliffe’s “50 Essential Strategies For Creating A Successful Web 2.0 Product” article.

]]> http://siteboat.com/creating-a-successful-web-20-business/feed/ 1 http://siteboat.com/7-web-20-blogs-you-must-follow/ http://siteboat.com/7-web-20-blogs-you-must-follow/#comments Sun, 29 Mar 2009 21:29:29 +0000 Erdem OZKAN http://siteboat.com/?p=1735

Web 2.0 has become a business and has created its own information sources: blogs.

As Internet entrepreneurs; everyday we follow our favorite blogs to learn about new startups, web events, web people, web culture and enterprise opportunities.

If you’re interested …

(This post is co-authored with Web2INC Magazine)

The most stressful phase of a business is its start-up phase. If starting a business was easy, everyone would do it! You need 5 things to create a successful business: Idea, Courage, Time, Money, People.

Idea

There are billions of creative ideas in our brains, but ideas mean nothing if you don’t follow up by taking real action. Taking an idea into real action isn’t enough; your business model must cover what customers want. If you’re going to do what everyone is doing, you can’t be successful; you must solve a problem and create additional value for your customers.

Courage

A start-up without any risk is a dream. Forget about failure and  if you think you have a great idea, step out of your comfort area and go for it. Failures breed success!

Time & Money

There is a simple rule to calculate how much time and money you need for s startup: ” If you plan to develop in a year, it’s going to take two; if you think it’s going to take $100K, it’s going to take $200K”. So be patient and spend your money carefully and don’t run out of money. Also, growing too fast sometimes means unnecessary stress of a loan.

People

To succeed, the person you hire must do his job well and be success – oriented. In the start-up phase, the best way to motivate your employees and them make them more efficient is giving them your company’s shares.

You need more people who will help you develop your business for no money. These are friends, candidates for testing your product or service, a friends’ friends at advantageous positions for you to make PR and free marketing. This is called business networking.

To read more about this topic, you should read Paul Graham’s (partner at Y-Combinator) “How to Start a Start-Up” essay on his website. This essay is a must-read resource for entrepreneurs before starting a start-up.

Also, Inc.’s “Start-Up Secrets” slide is worth looking at.

Niche marketing on Internet is one of the fastest growing industries. Firstly, let’s define the main issues.

When used in business, the term “Niche” is used to describe fresh, virgin and profitable. A niche market is a focused targetable segment of a market.  A business which focuses on a niche market  adresses a demand for a product or a service which is not met by any supply. Niche markets don’t exist themselves everytime. In some situations, you must create your niche markets by identifying demands (needs and wishes of your customers) which are not met by your competitors.

Niche Marketing

Niche marketing is the process of finding and serving profitable niche market segments. Niche marketing means less competition but much more effort than traditional marketing. The hardest part of niche marketing is finding customers. The easiest medium for niche marketing is the Internet, because of its capabilitiesfor reaching customers easily.

A niche market means special customers with specific desires and much more challenge for you to sell your specific products or services. Reaching these customers is so hard, but the most efficient marketing medium to use is the Internet. Niche marketers need to know how to use and apply the Internet’s advantages.

Five Key Steps To Succesfully Niche Marketing On The Internet

1. A Niche Business Idea: The first step of finding a niche market is having an innovative and profitable unique business idea focusing on market segment with less or no competition. A niche market can only be built on an innovative, unique business idea. A niche business idea must align with Maslow’s highest need levels of your customers. (If you know nothing about Maslow, please learn Maslow’s hierarchy of needs.) There are lots of ways for having goog business ideas and one of them is to use an idea journal to protect your creative ideas. Divergent thinking and critizing traditional markets will help you to find a niche market idea.
2. Most Detailed Market Research: The second step is as important as the first step. Before blindly investing in a business idea, you must be sure that you don’t have any competitors. This means, if anyone has diffused into your target market before you; that market has become ‘not-niche’ . You need a market research to know how many customers you can have. There are lots of ways to learn market size. If you can, then hire a good market research company but if you can’t, then social networks are the best tool to research potential of a niche market. For example, if your audience is business people; business social networks like LinkedIn and Xing are the best places to look for. Also, hobby sites and special forums and even Google will help you. Internet provides more ability to target than traditional media. Product or service creation becomes easier since you will know which people are potential customers for you.
3. Financial Research:If you want to earn money, you must have a good financial research before you start your niche business. Theoretically, niche businesses bring high margin of profit to their owners. But if you don’t have an income model then it means you don’t know how to make money from this niche market. You must know how much your audience is ready to pay for your niche service or product. Because over estimation will be a reason for high spendings and at last undesirable bankruptcy.
   The total Investment required for your business must be calculated, too. If you don’t have enough capital to start your business, this means you need somebody else’s money. VC’s or angel investors are the best candidates for investing on your business. Banks are another option but in this economic situation, it’s so hard to get a loan. On the Internet, you can reach VC’s and angel investors and submit your ideas to them very easily. But before searching for an investor, you must have a business plan. An effective business plan is a powerful tool for you to use as an effective selling document. A business plan may be used to seekfunding.
4. Internet Marketing:A nieche marketers first task is to communicate the key messages to the audience. The web has very broad reach capability and has passed the the other mediums’ reach level. Internet gives more ability to target the customers. Profiling and segmenting customers is easier than the traditional mediums like television. For example you have an advertisement campaign and target people living in big cities like NY. You can only estimate how many people has watched your advertisements and come to you to buy your services or products. But Internet advertisement can show you who clicks your ads and come to your website to buy your services or products. Internet marketing activities are all easily measurable and you can see the reactions immediately.One of the most important tricks for the Internet marketing is making your customers feel themselves as a member of a invaluable community. This is so hard because state of belonging comes from hearth; this is so easy because you have an efficient tool named ‘Social Networking’ .Interactivity is another advantage of Internet marketing.The increasing ease of use makes the Internet the most interactive marketing media. Consumers want and like to comment on your products or services; and if you response their wishes quickly then you’ll become a lovemark.

   Hire a social media agency to reach the website audience you want with relevant targeted ads.

5. Innovation is The King: It’s absolutely true that innovation is the king in the niche marketing world. Initially, you must have an innovative – niche idea. But innovation becomes more important if you succeed starting and running a niche market – business. The competition will come to you at the speed of light. There will be many competitors which want to take your market.; even the super niche markets face competition. The key action to protect your business is living with innovation. You must improve your services or products frequently by product/service innovations; so before they copy your idea you must serve new features to your customers.Another type of  innovation is user experience innovation. Usability of your products or services,;how the consumers feel when using your products or services,  how they can reach you when a problem occurs,  your CRM capabilities and some other touchpoints are as important as your products or services. We must control the level of the user experience and we must be sure it’s high-level. Every niche business must cycle through these five steps to survive.

Abstractly, every marketing medium has different applicability and power , and the  positives of Internet as a marketing medium far outweigh negatives. With an innovative – niche business idea and  a well defined customer base you can succeed at  Niche Marketing on the Internet.

I think, niche marketing on the Internet will be the future of the marketing and  believe that marketing will be reduced to  individual-level…

* This article is a draft and will be improved.  Your comments are especially welcome.