Transform Your Marketing – Seth Godin
I came across this great presentation by Seth Godin this morning where he is talking about marketing companies in our cluttered marketplace. In this presentation he makes some fantastic points. I particularly enjoyed his description of the shift in marketing that occurred in with the internet revolution. In this portion he talks about old businesses with price dependant products that for years have marketed on TV and other traditional media sources trying to move into new media. He describes these old businesses as meatballs. He then goes on to describe new media outlets like Youtube and Facebook as sundae toppings. Both of them are great in their own ways but when you put them together you get something that doesn’t really go together and nobody wants. This is the best description of this effect I have seen thus far and it really makes a lot of sense. This reminds me of something I heard about yesterday but neglected to mention. Coca Cola is spending a bunch of money developing a Sprite Facebook app. Why? Nobody really knows. Who wants a Sprite ad on their Facebook? You might be able to pull that off if you were a sweet new energy drink, maybe.
Another fantastic point he makes is that Google has diced up your marketing message. Users do not always land on your homepage and therefore they don’t start your marketing message exactly how you planned it. This means your message has to be transparent and authentic. He also points out the difference between how many and who. He uses the example of Facebook or the Super Bowl having huge audiences, however, for most businesses they’re better of marketing to the who, the people who are likely to consume as opposed to paying a premium for the larger audience that is unlikely to purchase their product.
This video has lots of good information, check it out:
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