Group 3: Democracy

Overview

Condition where digital products are preferred for
greater access and inclusion.

Democratized movie reviews in
1998.

Traditional reviews were limited to
professional critics (e.g., Siskel and
Ebert).

Rotten Tomatoes aggregates
reviews from both professionals
and the public.

Greater access and inclusion for
moviegoers.

Digital features: visibility,
conversability.

Created in 2016, democratized
amateur videos.

Simple phone-based video capture
and editing.

Anyone can create and share
videos globally.

Examples like Nathan Apodaca
gaining fame.

Digital features: visibility, conversability.

Three keys aspects

Trust in offerings from real people

Online reviews by regular people

Diversity of offerings in the digital world

Connected to the concept of
economies of scope

Customers take on multiple roles

Engagement beyond consumption

Tips for Leveranging Digital Democracy

Constant content updates

Example: Studio Neat

Uses digital tools like the Internet,
3D printing, and smartphones for
manufacturing.

Marketing focuses on web
presence and social media.

Peek Behind the Stage

Authenticity

Providing a glimpse into the
creation process

Cult of Personality

Allowing participants to become
digital celebrities

Splendid Isolation

Consumption in social isolation

Focusing marketing on
products/services for individual
consumption