Influx

Pricing looks like it’s the next frontier for marketing.

With the mobile web, brands are going to have considerable opportunity to take advantage.

There’s a good paper on the topic available from the University of Exeter,Business School, published in 07, but seems right on point for this moment in time.

“Consequently, buyers can now purchase through a channel that is most
conducive for them, i.e. the channel that gives them the greatest value. Since the expense in purchasing a product is both the price of the product as well as the cost of acquiring it, different pareto losses exist for different channels. Converting such pareto losses would give rise to many permutations in terms of pricing. With markets now being divided into finer segments, leading to the term micro‐segmentation, it is now possible to price for each of these micro‐segments and therefore allow firms to refine their revenue management strategies. With 3rd generation mobile telephony, TV on the web, music on the move, convergence of mobile and internet as well as other technologies, pricing and revenue management strategies have to be clever, creative and innovative (Jonason, 2004). Firms that are any less dynamic run the risk of being left behind.”

Posted by Ed Cotton