Fred Is So Right About “Superdistribution”

Posted on March 23, 2007 by Eric Hebert
Filed Under General, Affiliate Marketing, Online Viral Marketing, Blogs, E-Commerce, Music Industry Analysis, Mobile Marketing |

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A few days ago Fred “A VC” discussed “superdistribution” on his blog. To sum it up, Fred talks about how in a not-to-distant future, everybody and their mother will be compensated through their word-of-mouth marketing. It’s a concept that I have had in my head since day one of my online marketing and advertising awareness. It’s also a concept that I don’t think many really grasp in it’s entirety.

Fred talks about how the “consumer is the retailer” and how he’d rather buy from a friend instead of an institution. This concept could work all across the board, empowering everybody with the ability to buy goods and services from people they know and trust before walking into a big-box retailer.

So how to make this a reality? In some ways, it all ready is. Affiliate marketing is proof that this can work. I can choose which products or services to promote on my site, and it’s pretty easy to sign up and do so.

. While you can’t necessarily pick specific ads, you can opt out of ads you don’t want.

Amazon gives me the ability to get paid for recommending any of their products, which you can see in here in the form of a music store.

This is just the beginning. The easier web publishing becomes, the more blogs will be set up and the more people will promote each other’s stuff. Once this all hits the mainstream and every Joe and Jane can do it, I think you’ll see an interesting thing happen in our society.

I think people will open their eyes to the products they buy every day. Instead of settling for the shitty lite beer they usually buy, they’ll listen to their beer geek friends and try something good. Same goes for coffee and other food in general. We only buy the stuff ’cause it’s there and we don’t know any better.

The ‘Net has changed that because now we can know better. The information is out there. I drink better beer and tastier coffee. And it’s not thanks to some Wal-Mart. It’s Joe next door or Mary with that cool blog. It’s blogs and MySpaces and cell phones that zap information to each other. It’s real people taking about real things. Give them a few bucks for talking about it, and they’ll talk some more.

The question is, are you going to be able to sell-out and promote Maxwell House on your blog to make the extra buck? Will people buy it? Probably not.

I can’t wait to see “big box” retatiling in 50 years. Can’t wait.

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