Productive Marketing: Allocating $600 Billion per Year to Shared Value Creation

Abstract

This paper draws concepts from the book The Mind Share Market: The Power of an Alternative Currency, by the same author.

The worldwide advertising market, scoped at approximately $600 Billion in spend per year, includes the display of advertising to generate sales. This paper outlines a different approach already used in parts of the high-tech industry to deliver autarky value to customers before any transaction occurs.

Re-allocating resources to productive marketing has the potential to shift this spend that carries no standalone value (until customers purchase) to a dual model that delivers value at the pre-sales cycle. Productive marketing is the missing side of Michael Porter's concept of Shared Value.

Keywords: Advertising, Marketing, Shared Value, Free, Freemium, Zero Price, Multi-Sided Market, Multi-Sided Platform, Two-Sided Market, Two-Sided Platform

JEL Classification: A11, A13, D31, D50, D63, H00, H23, H4, H6, I1, I2, I3, L3, M3, O3, P1