First of all, players in these markets can’t use the regular advertising on Google or Facebook, but they still have a lot of money to spend. So what do they do? Innovation.
In the Eighties VHS beat Betamax because the porn industry chose the former and not the latter. Some recent innovations by these industries are: video live streaming, mobile payments, on-demand video, live video chat, long tail marketing. Chris Anderson‘s Long Tail theory fits perfectly the porn industry: for instance, where else would you find Japanese girls licking door knobs?
More interesting things:
- Great numbers on these sites – Youporn makes 2% of Internet traffic by itself, Xvideos is the third most visited site in the world.
- Marketing strategies of drugs sites – Follow them on Twitter and get a free joint
Finally we have:
fewer marketing tools = more innovation.
More community engagement, more tailored contents, more micro-targeting.