P2P Foundation » Blog Archive » Ethical Marketing in Age of Horizontal Social... - 0 views
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the development of marketing is sensible to its environment and is hence already self-limiting itself according to the previously mentioned legal and social framework
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explore new inner dynamics of marketing, new directions in the field of possibilities offered by the current organology and its articulations between techniques and social organization in order to influence and shape marketing as an associative force – in opposition to its current dissociative force – in the larger psychic, social and technic organology
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empower transindividuation, i.e. to make sure that an economic activity creates more possibilities of individuation than it tend to destroy by attempting to capture attention and canalize motivation in a funnel. Empower transindividuation would imply to empowering actors of their own lifestyle, winning back the savoir-vivre prescribing production
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transactions are more likely to be morally defensible if both parties enter it freely and fully informed
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the goal of marketing should be to increase the likelihood and frequency of free and informed transactions in the marketplace
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denying the schemes of addiction and the fact that we are becoming through the objects of attentions
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“if food advertising on TV were banned, significant reductions in the prevalence of childhood obesity are possible.” (Veerman et al. 2009)
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What is at stake falls to be much more complex than the sole Freedom of Speech invoked for the advertiser
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would mean to guaranty every citizen the right to choose where and when he wants to access the advertising information
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An economy of contribution means that users of a service are contributing to the production of these services.
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is open-source software that are contributively build by potentially hundreds of developers organized in communities
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change in the commercial paradigm, described as an Intention Economy i.e. the opposite of the Attention Economy
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with businesses rather than the usual paradigm in which businesses where fighting for a piece of canalized motivation
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Implementing such a system would nevertheless imply that marketing departments dispose of a system in which they could value their supplies and where they could be easily found by customers. Doc Searls promotes his answer to this issue: the Vendor Relationship Management system.
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the belief that free customers are more valuable than captive ones — to themselves, to vendors, and to the larger economy.
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3. Customers must have control of data they generate and gather. This means they must be able to share data selectively and voluntarily.
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5. Customers must be free to express their demands and intentions outside of any one company’s control.
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big data that is the rush for consumers’ information potentially leading to the same dead-end of attention destruction and affective saturation than the former offline paradigm
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the goal of marketing should be to increase the likelihood and frequency of free and informed transactions in the marketplace
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less imperfect and less biased information in a cultural context overvaluing transparency, and a bigger atomicity due to the hereafter introduced trend for re-localized peer production.
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means to find a new way to make the information circulate, what was the primary goal of advertisement
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Until there is no alternative to massive advertisement campaign for the information circulation, it is indeed hard to ask entrepreneurs and managers to get rid of those successors of propaganda: such a transition process necessarily imply adaptation costs from the producer and the consumer side, and possible competitive disadvantage against competitors still maximizing profit through advertisement means
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But the internet transformation of the general organology offers new way to think information circuits and potentially constitute an opportunity to externalize the socialization process of products that is to empower citizen-consumers organized in communities
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Empowering groups of citizen doesn’t annihilate the risks of mis-use or counterproductive interest-taker behaviors but a well-designed system of trust between peers could minimize this risk by creating a dependency to what social capital other peers give you, as it is happening in the sharing economy: the credibility of a contributive peer would be guaranteed through what the P2P Foundation calls Feedback systems and peer-police
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a strong structuration of products characteristics, allowing customers to personalize their choices according to their desire and constraints: such a “VRM+” system
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Marketing would then be the art of being as high as possible in this ranking, as it is happening in SEO for search engines, but in this context of criteria explosion, marketing would then be the disciple of listening to customers’ wishes and aspiration needing an attention, in order to kick in the production or to adapt the following series.
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Such a system would tremendously re-configure the balance of power and tend toward a form of equi-power i.e. a social organization in which abuses of a “big” would be the potential object of a ranking sanction by the peers
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a form of economic Darwinism would let to conscious organization the right to curve their path toward a durable configuration in accordance with the social ecosystem.
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the idea of equi-power is a form of homogenization of the social matter, in which the distortions in the balance of power would be compensated by the gathering of small forces sharing a common interest
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Such a sanction systems, if successfully implemented, would make value-destructing businesses progressively decline and hopefully bankrupt,
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This social capital contagion is nevertheless a tool that would need to be controlled in its form of violence by extensive testings and iterations with forms of protections for the smallest peers, that is to say to keep this form of social violence to institutionalized, classic forms of businesses, clearly beyond the line of what should be acceptable in the global village.
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the goal is here to create an artificial form of majority that is a self-censuring responsible behavior of corporations