The current trend in marketing is the co-production. Kesako? This is to involve the consumer to build a supply of goods or services. He participated in his suggestions, his sales advice. This very technical 2.0 incorporates the concept of interactivity to web own. This is Olivier Mathiot, marketing director of Priceminister says when he says that "we only sites adapt, evolve, anticipate, but they are also increasingly appeal to consumers to produce the service." This is what Olivier Mathiot called co-production or participatory marketing. "This is to delegate part of the customer relationship by inviting them to sponsor and advise their peers." The consumer speaks to the consumer.
But it can go further. The individual may become direct producer, himself, in his own name shows, various creations. Here is a small non-exhaustive list.
- The music. With the success of Gregory, 716,000 albums sold, MyMajorCompan it has become a major representative of this current music publishing.
- Cinema. With PeopleforCinema example.
- The BD. A Belgian site, Sandwave , has launched participatory publishing. A staff tite, I think Pennelo It seems very promising. I bet 20 euros.
- The press. It works with US lot, also in South Korea, at least from a standpoint of creation, to fund this rather depends on the traditions of the country.
- The book publishing. Editeursetauteursassocié s proposing to fund books.
This same system in managing a football club here, but I leave this aspect aside to concentrate on what relates to the creation in the classic sense (although in my opinion football is also a form of creation especially with the team that was in Brest this year but hey, we digress here)
This system can be applied to any work requiring the establishment. There are a lot of additional markets. One might imagine also:
- For video games, even if budgets are fast becoming significant except for flash type games
- Testing literature. There's even a blogger who happens to receive some 2,500 euros per month by donations from its readers that he continue to write.
- Or applications for mobile phones ....
- The financing of business projects, for example. This is what prepares FriendsClearPro from 1 February in France.
- Financing a library
- Or the financing of rights registration poke r!
Everywhere where eventually there may be an innovation under the law of Ricardo, who wants everyone specializes in what he does best. Everywhere, too, where the obstacle, the brake can be money.
What interest?
For the artist or the final producer of the work, it has the double advantage of allowing it, if the fundraiser works, a sum clear from the implementation of its project. Thus, in the next comic, it is seeking funding to the tune of 55,000 euros. Contributors are asked to give a sum of 10 euros minimum. Especially by involving the creation, they become partners which can then imagine that they will be anxious to ensure the merits of their investment.
For investors. At first glance, this might seem like money in the sense of return on investment (ROI Management). To be honest, someone who wants to make lots of money would have much better luck leaving his money on his book of the Squirrel Savings Bank. While some projects have already yielded a good return on investment. For now, do not bet the savings of his children on these projects or imagine retirement fund in this way. But depending on how the market evolves, we can imagine a structure of this market to become a commonplace form of investment. But interest in the consumer does not seem to lie in the financial aspect. As explained by psychoanalysts, most human actions have more to do with symbolic rewards than financial aspects. Work is to be recognized, belonging to a community of individuals, to give meaning to his existence. This is where identity is born. If we look carefully, recognition, belonging, meaning, found in the co-financing the same attributes. It participates in a project hoping to see him grow, develop, take off, much like a virtual baby and we would share in the thousands. One can also argue in this way. We co-finance an article on vaccines, on homeopathy on lobbies (thank you to contact me: mcabon@gmail.com J), a sports team ... because we judge these subjects badly treated, mistreated or not treated at all. The money here is a new meaning. This is not the accumulation that makes a difference but how it is transformed. Moreover, there is money in putting a playful and addictive, ludopathique for those who go too far, which is comparable to the pleasure of compulsive several million French scratching each ticket to play.
For intermediaries. Create their own business by connecting artists and funders and making sure to become producers of funded artists. Where the publishing business was to take risks editorial, the risk is borne by others: the financiers, credit agencies and credit line .
Holy dematerialization
This movement is made possible by the dematerialization of media. Produce a digital work is less expensive than printed work in that variable costs are greatly reduced. Governing a football club is done remotely via intranet. No meetings in stormy outlook.
Therefore those who were in power distribution, the majors are in the disk , for example, u are in no peril despite the creation of Hadopi. The system can continue without them, not immediately but eventually. What is sad for the majors is not necessarily for music and art in general, or for matters relating to public opinion. When the road was discovered, the producers of wooden squares were astonished, stunned, angry, calling for regulation, before disappearing without anybody regret them. When the Temple was a merchant, it is best to follow the Temple when it changes location. We must learn to adapt to these changes if they can not stop them. The invention of the micro-capitalism goes in the direction of the time. Nevertheless, it bears within it the seeds of its own failure: lack of intermediary liability of participatory financing, greed and not the project itself. The popularity of departure will leave there room for an underlying trend? These questions are legitimate and valid for any development in both economic and sociological. Do we attend to the birth of a participatialisme or a gadget galore down sensations?
In a sense, the micro co-financing is reminiscent of micro-credit and cooperative world. Micro-credit for the sums involved and the intended audience, rather people who do or could not be financed by the traditional economic system. Cooperative, the gathering of people with different skills but motivated by a common interest. In a more individualistic, the latter aspect of things is the least advantage. The question is identifying talent.
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