Fluidity of the Media Eco System

Throw away all your marketing books you have read at university. These books - with lessons about the four marketing P's (price, product, place, promotion) - are useless by now. Sad, but true.

Forget about Michael Porter's Value Chain. The Eco System is the next new metaphor.

Try to mentally switch from the Value Chain concept to the Value Constellation concept.

Keep repeating: Media Eco System = Value Constellation = Syndication

I have tried to capture the notion 'fluidity of the Media Eco System' into four beliefs:
Belief 1: People-centric (real-time web)
Belief 2: The stream
Belief 3: Get ready to 'Google Wave'
Belief 4: Media companies framing their added value for 'companies, formerly known as advertisers' into advertising concepts limit their range of possible solutions. And, thus, limit their potential added value while exploring new business models.

David de Boer, Head of B2B Marketing, Sanoma, The Netherlands