Melotti Media | Sydney Copywriting & Message Marketing Bureau
  • Home
  • Services
    • Copywriting Services
    • White label Copywriting Services
    • Content Marketing and Strategy
    • User Experience Design Copywriting page
    • Conceptual and Campaign Copy
    • Blog and Article Copywriting
    • Digital and Website Copywriting
    • Core Brand Message Development
    • Branding Content Copywriting
    • Video and Radio Scriptwriting
    • Government Copywriting Services
    • Marketing Audit Services
    • Ad Copywriting Services
    • Voice Search Copywriting
    • SEO Copywriting Services
    • Corporate Social Responsibility (CSR) Copywriting
    • IT Copywriting Services
    • Social Media Caption Copywriting
  • Testimonials
  • Portfolio
  • About
    • Our Team
  • Classes
  • Blog
  • Podcast
  • FAQ
    • Copywriting FAQ
    • Message Marketing FAQ
    • Working with Melotti Media
  • Contact
Picture

THE MESSAGE MARKETING BLOG

 Valuable snapshots about Business, Marketing, Content and Copywriting success

Do Customers Still Want Things For Free?

20/6/2016

Comments

 
Picture
It’s a bold title and suggests quite the paradox, doesn't it?

Free is always good, and as modern customers, we want (and sometimes expect) free everything! However, has the “cost” of free become too much for people now? 


Is it becoming frustrating for the customer and detrimental to brands?

Let's look into this.
Picture

It's free! Download it. There's no catch... 

Or is there?

There’s no such thing as a free lunch.

It’s a sentiment as old as time itself and it still holds as true as gravity.

In a business model, if someone is getting something free, then another party is footing the bill.

Over the last five or so years, organisations have found the ‘free’, multi-sided platform very innovative and effective, turning traditional ways of conducting transactions on its head.

Free allured customers for a long time. But, do they still want things for free?

But free is fantastic! Isn't it?

Who wants to pay for something, when you can get it for nothing - right?

When something is free today, you may not be paying money, but chances are, you're paying in some other way - like your precious time and attention or your data.

That's because in a free business model, one audience segment benefits from the complimentary offer, while another finances the operation. For example, RealEstate.com.au is a platform which lists properties for sale and rent for people to browse and apply for free of charge, instead charging the Real Estate Agencies to place their properties on display.

The default strategy today in the digital space, such as on Smartphone Apps or platforms like Facebook or YouTube, is to make you have to sit through adverts in order to pay nothing.
Picture

What is Freemium?

The most popular and captivating of these models, is the 'Freemium', which is where you get the basics for free and pay for the full version. Often, the free offer is offset by featuring paid advertising which is displayed to users as they use. It’s quite effective when marketing Smartphone apps and software to the masses because there’s no risk to the customer to give the product a try, therefore maximising uptake, and then once they enjoy the features, they will continue to use it. This leads to either revenue from advertising or users paying for the full version. Now, whilst customers were quite content enjoying the free versions for years, they are starting to change their behaviour.

Take Spotify, the popular music streaming service, as an example.

​It offers users free access to almost all music tracks, artists and podcasts on demand, right at their fingertips. It’s free to use if you don’t mind the occasional advert here and there between your playlists. Or even YouTube, which provides free access to endless amounts of video content for you to watch and get lost amongst, but be prepared to sit through adverts at the start and pop-up banners during.

That’s all well and good, however with the saturation of adverts across all of these platforms moving in and really pushing the limits of customer experience and usability, the market trends are starting to shift again. People are beginning to see the value in ad-free subscriptions so they can gain all the benefits of the product without the interruptions and distractions of ads. So instead of just putting up with loud, jarring advertising in-between a customer’s music streaming at the gym, they’re now electing to pay the monthly subscription to gain the premium benefits.

This is an interesting shift for Marketing, as only years before, the customer was being pleasantly surprised by receiving effectively a service for nothing. It caught marketers and organisations off guard as it was revolutionary to not charge customers for a product. Most digital products and some innovative physical ones allowed for this paradigm shift, and it was highly profitable, however after years of this, the average person is becoming fed up with the extrinsic, non-monetary costs associated with their free use, and organisations are now seeing a demand for ad-free versions. This means that the typical modern customer who is quite accustomed to not paying, is now learning to pay again because the ‘cost of free’ is lowering their utility.

What a crazy, confusing and logically defying statement!

Never-the-less, it’s happening.
​
Truth be told, it’s not like the cycle has exactly reversed to how things were before the free trend; all industries are seeing an advancement in the way customers interact and use these products. For example, with music, it’s not like people are going back to paying $30 for a physical CD again. The overall market and the way a customer consumes music went from being free to now subscription-based, ad-free streaming. This seems to be the new and highly accepted trend now, which is being embraced all over the world.

There has also been a rise in ad-blocker software which is another threat to the Freemium model, especially on social media platforms such as Facebook or Youtube, as these ‘cheating’ customers are receiving all of the benefits for free without having to ‘pay’ the trade-off of adverts.

It’s an interesting trend, and it will be even more interesting to see where innovative thinkers will take organisational models to next.

​What are your thoughts?

How can Melotti Media help you?

To engage your customer and achieve ongoing business success today, you need a powerful message, quality copywriting and consistent content. However, this is easier said than done.

Perhaps you’re time poor and spread thin, or writing may not be your expertise.

So, let us take care of your message marketing, copywriting and content marketing needs!

For more information or to speak to a quality marketing copywriter to get the results your business deserves, contact me now at chris@melottimedia.com.au.

Our Message Marketing services can sharpen your words into achieve your goals, today.

Christopher Melotti
Melotti Media | Copywriting & Message Marketing Bureau
www.melottimedia.com.au

Comments
    Picture

    Author:
    Christopher Melotti

    Copywriting and Message Marketer

    Like What You're Reading?
    Picture
    Picture

    Categories

    All
    Business
    Communications
    Content Marketing
    Copywriting
    Customers
    Growth
    Marketing
    Mentoring
    Personal
    Popular Culture
    Real Estate
    Seo
    Voice Search
    Writing

    DISCLAIMER: This blog expresses the opinion of Christopher Melotti (Melotti Media) and should be taken as general information only. No responsibility is taken for your actions in response to any content in this blog. See the website's Terms and Conditions for more information. 

    Archives

    February 2021
    January 2021
    December 2020
    November 2020
    October 2020
    September 2020
    August 2020
    July 2020
    June 2020
    May 2020
    April 2020
    March 2020
    February 2020
    January 2020
    December 2019
    November 2019
    October 2019
    September 2019
    August 2019
    July 2019
    June 2019
    May 2019
    April 2019
    March 2019
    February 2019
    January 2019
    December 2018
    November 2018
    October 2018
    September 2018
    August 2018
    July 2018
    June 2018
    May 2018
    March 2018
    February 2018
    January 2018
    December 2017
    November 2017
    October 2017
    September 2017
    August 2017
    July 2017
    June 2017
    May 2017
    March 2017
    January 2017
    October 2016
    June 2016
    February 2016
    January 2016
    October 2015
    August 2015
    May 2015
    December 2014
    February 2014
    January 2014
    December 2013
    April 2013
    January 2013

MelottiMedia.com.au
Copywriting, Content, SEO and Marketing Solutions, Sydney NSW Australia

​
info@melottimedia.com.au

Website by Melotti Media. (C) 2020 Christopher Melotti. All Rights Reserved

DISCLAIMER    PRIVACY POLICY    TERMS AND CONDITIONS
Copywriting FAQ
The Copywriting Blog
Copywriting Services
Contact Melotti Media
  • Home
  • Services
    • Copywriting Services
    • White label Copywriting Services
    • Content Marketing and Strategy
    • User Experience Design Copywriting page
    • Conceptual and Campaign Copy
    • Blog and Article Copywriting
    • Digital and Website Copywriting
    • Core Brand Message Development
    • Branding Content Copywriting
    • Video and Radio Scriptwriting
    • Government Copywriting Services
    • Marketing Audit Services
    • Ad Copywriting Services
    • Voice Search Copywriting
    • SEO Copywriting Services
    • Corporate Social Responsibility (CSR) Copywriting
    • IT Copywriting Services
    • Social Media Caption Copywriting
  • Testimonials
  • Portfolio
  • About
    • Our Team
  • Classes
  • Blog
  • Podcast
  • FAQ
    • Copywriting FAQ
    • Message Marketing FAQ
    • Working with Melotti Media
  • Contact