02-12-2014 admin 122
I am a big fan of Seth Godin. He not only refreshed the old mentality that marketing is about advertising but also reintroduced downstream to the equation. A lot of companies focus entirely on upstream activities such as sourcing, productions, and logistics with the goal of reducing costs & increasing productivity. However, this ideology does not talk about customers (the only ones who generate sales). Seth Godin introduced customers to products and products into marketing. He assures that marketing is no longer effective due to clutter, lack of trust, increasing parity among competitors & media fragmentation. However, there is light at the end of the tunnel-- Word of mouth.
He claims that by creating remarkable products that consumers choose to tell stories about, companies can create what he call "ideavirus." In simple terms, it reffers to a digitally augmented word of mouth from delivering to people the best innovative products and services. A clear sample of this happens at Apple. For over 40 years, this company has introduced year after year new innovative products that consumers can't get enough of and tell stores on social media. This strategy has worked wonders into sharing how remarkable a product can be.
In practice, you can save a lot of money in advertising & marketing by being innovating & engaging your customers with products that they can tell their friends about. Now, your customers are assets of your marketing--taking your strategy to a new level (IDEAVIRUS).