On Platforms and Marketing

In the Age of the Platform, the rules of marketing and advertising are different.

“Marketing is the cost you pay for lousy products.”

–Sergey Brin

This is one of my favorite quotes from Brin, a man I consider to be one of the smartest on the planet. Some disagree with him, but I actually think that he’s on to something.

Think about Amazon, Apple, Facebook, and Google. Do they go a great deal of advertising? Not really. Their platforms and their planks, users, customers, and partners do most of their marketing for them.

This happens every time that someone:

  • Notices someone using iPad on the subway.
  • Sees someone reading a Kindle at the gym.
  • Says to someone, “Just Google it.”
  • New friends connect on Facebook.

In the Age of the Platform, the rules of marketing and advertising are different.

philanimated

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