Network platforms are the future of marketing organizations

The lines are blurred today between different marketing organizations. Brands are building their own organizations to not only create content but publish it directly. Media companies are getting into the marketing content business by working directly with brands, using their editorial content creation expertise. And agencies are stuck in the middle, competing with both. All three are not only working together but competing every day. In this confusing world of digital democratization, customers are also suppliers and competitors. Currently, there is a lot of friction in the marketing ecosystem.

A new business model is emerging that crosses all traditional boundaries between brands, agencies and media companies.


Some of the Best Market Network Thinking

If you haven’t read The Last 10 Years Have Been About Social Networks — The Next 10 Will Be About “Market-Networks” by James Currier from NFX Guild you must. It lays out one of the clearest and most compelling arguments for the future of Market Networks.

What are Market Networks

Think about the power of marketplaces. They can be analogue, a street marketplace in New Dehli or a new digital marketplace like Etsy. Then, combine them with the power of social networks, facebook, instagram, linkedin, useful tools for social interaction. The goal is to use the best elements of both networks and marketplaces, create workflow software to focus action around long-term projects and help people create long-term, monetizable relationships that take the friction out of transactions. It’s creating a many-to-many transaction pattern for a large group of people. That’s a Market Network. In the past, many other terms have been used, from crowdsourcing to co-creation to collaboration. And, today we see these market networks beginning to change the face of industries from advertising (V&S) to transportation (Uber) to hotels (AirBnB). No industry is immune from the dynamics of new players who create Market Networks.