“Everything that can be Uberized will be Uberized,” said Shane Ginsberg, president of EVB, an Oakland, California-based marketing firm. But the on-demand common claim made by startups and VCs that their company is the next “Uber of” does represent a significant change in the relationship between seller and consumer, employer and employee, company and marketplace. He believes local on-demand markets will change the nature of work and consumer expectations, “and those are the two biggest things in our lives these days.”
Shane Ginsberg, whose career has spanned the digital era, started Razorfish SF in the first Net boom, almost a decade at Organic, now runs EVB, a consumer marketing agency working in print, digital, mobile and social on behalf of major brands. He spoke with us after his panel at BIA/Kelsey NOW: Rise of the Local On-Demand Economy (LODE).
Consumers’ expectations of immediacy in transactions and access to products and services has reforged the marketing challenge, Ginsberg said. “It’s given [people] the sense that anything is available at any time for a given price.” Consequently, marketers must be prepared to communicate with an informed consumer and, in the local on-demand world, to bring them together with service providers prepared to deliver great customer experience.
The challenge for labor is changing, as well. If on-demand companies are now expected to keep an on-demand worker’s calendar full of paying labor, the worker must be constantly prepared to add new skills in pursuit of better customer experience. Stability, Ginsberg explained, is the feature of work that is passing into history, for full-time and contract workers alike.
In his own industry, advertising, freelancers have typically been the highest paid workers in many cases. Creative people come and go from projects and, as the economy transitions to more permeable company organizations, into and out of which workers may pass from day to day or even hour to hour, there will be some redistribution of compensation.
“I think time is the probably the most valuable thing that people have, and how they choose to see it and their agency over their own time, is something that is pretty profound,” Ginsberg said. Individual initiative and values will become more prominent features of work and marketing. “Everything has been outsourced back to its point of origin, which is typically either the consumer or the free agent themselves.”