Viviamo in un'epoca di contenuti digitalizzati, il cui costo di distribuzione è praticamente zero ma su questi stessi contenuti il marketing deve riuscire a costruire degli scambi economici. Se ai tempi Dante Alighieri or Cicero had existed copyrights perhaps the Divine Comedy and the Epistles would not come down to us. The creation of textual content has been for centuries a substantial act of generosity, the result of the talents of those who composed them. Then the press has created a production and trade around the text that came to codify in law that allow children and grandchildren to benefit from the proceeds of the authors of the works of the ancestors.
But a text is not a building from which to draw an income through rents, and grandchildren to leave a legacy. A text, in whatever form it is written, is the result of social intelligence, layered over the centuries, the author has absorbed into the During his training. In many cases there is a touch of genius, which processes automation and content in a radically innovative. But why should poor children and grandchildren due to the relative gain genius?
After centuries of digital is breaking all the barriers that culture was created around the copyright to content. We are already in an era in which the contents are free or cost a pittance. Therefore, the mere possession of a post does not guarantee almost no pension, no competitive advantage to build a strategy.
The marketing tool becomes not so much the content itself but the ability to spread in the most appropriate the free content, developed around them attention, reputation, relevance.
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