Mike Taylor - Is copying success a good strategy? Or should you be wary of survivorship bias? A debate - S3 Ep4
Champagne Strategy
00:00
The Importance of Efficiency in Marketing
Big brands like Procter & Gamble and Unilever grew up in a world with economies of scale, right? If they could spend 100 million on TV, they could negotiate a cheaper rate for that TV than if they're spending 10 million. But the world has shifted with online. Now it's all advertising sold in an auction model, rather than a negotiated rate. So you don't get economies of scale,. You get the opposite. The more media you need to buy, like the more expensive the media becomes. And I think a lot of businesses these days are like service businesses rather than manufacturers. They suffer from those disabilities of scale.
Transcript
Play full episode
