Video above published Mar 16, 2017, by L2inc.com: NYU Stern marketing professor Scott Galloway on digital winners & losers:
Winners: Nike and Adidas, whose sneaker apps indicate that they've mastered the art of creating scarcity in a digital age.
Winners: Pizza brands, which are - believe it or not - at the forefront of digital innovation.
Loser: Google, whose convenient Featured Snippets tool provides some disquieting answers.
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| Dominos stock $DPZ vs Google (Alphabet) stock $GOOG $GOOGL (source: video above) |
Sources:
(0:30) AppAnnie, March 2017. http://bit.ly/2n3ztVS
(0:39) “Reservations For Black Yeezy Boost 350s Close In 22 Minutes,” Footwear News, February 2016. http://bit.ly/2nwpK8m
(0:53) “Introducing Pizza Hut PIE TOPS,” YouTube, March 2017. http://bit.ly/2myOmyZ
(1:14) L2 Analysis of Google Finance.
(1:25) “Google SERP Feature Graph,” Moz, March 2017. http://bit.ly/1NTIu9f
YouTube.com auto-generated transcript:
0:02 Winners: Nike and Adidas, which have mastered the art of manufacturing scarcity in a digital age.
0:07 Both brands use their apps to release sneakers in limited batches, generating hype
0:12 as sneaker fans compete to press the Buy button.
0:15 Scarcity is key to irrational decisions and inflated prices.
0:19 There's a reason that Hermès limits the production of Birkin bags
0:23 and does not distribute them through Walmart.
0:26 When Nike released a new model of Air Jordans last month,
0:28 the SNKRS app jumped to the tenth most popular shopping app in the App Store.
0:33 Adidas sold out of the original black Yeezy Boost in just 22 minutes.
0:38 The results of these scarcity tactics:
0:40 search returns include hack, jig and bot
0:44 and YouTube videos on how to game the apps.
0:47 What category is at the forefront of digital innovation?
0:50 Pizza.
0:51 Pizza Hut just launched smart sneakers that sync with your phone via Bluetooth
0:55 and automatically order a large two-topping pizza
0:58 every time you press a button on the tongue of the shoe.
1:02 And Domino's now offers a wedding registry.
1:04 My guess is the same couple has ammo on the registry.
1:08 We previously discussed pizza brands
1:09 being the agents of digital disruption
1:11 and that continues to hold true.
1:13 Domino's stock is outperforming Google's.
1:16 A loser: Featured Snippets.
1:18 The answers Google returns at the top of the search results page
1:21 account for 15% of queries on Google.
1:25 The snippet algorithm uses third-party sources to generate its answers
1:29 and in recent weeks those sources have been off-color,
1:32 and more importantly, total bullshit.
1:35 We stated in a previous Winners and Losers that every time someone typed a query into Google,
1:39 it got three-billionths of a percentage better.
1:42 What is Google?
1:44 Google is not a search engine. Google is an atheist's god.
1:47 By the way, I'm an atheist, which means
1:48 I believe in one less god than most of you.
1:51 Where do we pray? Where do we send information,
1:54 hope that there's divine intervention
1:55 and get a better answer back?
1:57 Our new god, Google.
1:59 Voice-based technologies are taking over the world.
2:03 Alexa, who is Scott Galloway?
2:09 Scott Robert Galloway is an Australian professional football player
2:12 who plays as a fullback for Central Coast Mariners
2:15 in the A-league.
2:17 Really? I hope he blows a knee.
2:21 We'll see you next week.
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