Event Overview
Leading Edge Breakfast Series Event with Larry Kramer, Former CEO of Marketwatch and first CEO of CBS Digital will talk about his new book:
C-Scape: Conquer the Forces Changing Business Today
Superstar digital entrepreneur, venture capitalist and educator Larry Kramer offers invaluable wisdom to businesses trying to navigate the marketplace during a time of enormous technological change and upheaval where consumers are now in control.
“Larry Kramer’sobservations reflect a deep understanding of how the media works and what consumers want.” — Jim Cramer, Host of Mad Money on CNBC
In C-SCAPE: Conquer the Forces Changing Business Today, Kramer points out that as commerce migrates more and more to the internet, all businesses must think of themselves as media businesses. “Once, the job of any company was to make a product or service, and it didn’t have to communicate about it,” says Kramer. “Now every company is a media company, responsible for its own ongoing self-presentation, all of which is and remains public.”
The closest interaction a retailer used to have with his or her customer used to be at the checkout counter. Today, shopping happens wherever the consumer happens to be at the moment. Companies need to establish relationships with customers on all the channels where commerce happens; not only the bricks and mortar store but on the computer, the cellphone, the television, and the telephone. But companiesmust always keep in mind what Kramer calls “The Four Cs”.
• Consumers are in control. Technological developments have allowed consumers to circumvent and, in some cases destroy, traditional distribution, advertising and company marketing messages.
• Content is king. In the new C-Scape, everything is content including advertising, publicity, and customer service. And every company is responsible for creating compelling content for their customers.
• Curation is valuable. While old media silos are breaking down, consumers are building their own and have access to unprecedented amounts of information. Businesses need to help consumers curate the information most useful to them.
• Convergence is happening throughout all formats and across all platforms. We read newspapers on a tablet and listen to radio on the internet. There is no segregation of mediums anymore.
While many businesses are focused on holding onto their traditional business models during this extremely volatile time, opportunities are slipping away. C-SCAPE is the first book to explain which strategies are dying and which strategies will help businesses survive and thrive in a radically changed media environment.
