News from Cass Business School

The rise of pinball marketing

Professor Hennig-Thurau examines the way in which marketing has changed in the last ten years

Wednesday, 29 September, 2010

The marketing industry has changed dramatically in recent years as the linear model of advertising, which allowed for very little interference between an organisation’s messages and the way they were received by the consumer, has disappeared. This revolution, brought about by the advent of social media tools, such as Facebook and Twitter, has resulted in a new 'pinball model' of marketing, where consumers' views are not solely shaped by big business.
In this week’s Cass Talks interview Professor Thorsten Hennig-Thurau discusses the way in which organisations are adapting to this new marketing landscape and highlights how organisations such as Amazon have put the customer at the centre of their business model by allowing them to see both positive and negative reviews of products to help inform their purchasing decisions. 
Professor Hennig-Thurau also provides insights into his research on the elements that make up a successful YouTube video. He reveals that, contrary to received wisdom, it isn’t user generated videos that have the most impact on success but more traditional attributes such as the use of celebrities and securing a large following for your channel.
The Cass Talks interviews are an opportunity to hear Cass faculty and prominent alumni give their perspective on current business and finance news stories, global issues affecting the business world and new research coming out of the School. Listen, watch and download Cass Talks and see other Cass academics share their opinions

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