Deuxième lecture à Seth Godin (après The Dip), et ça ne sera pas la dernière ; ce que dis ce new-yorkais est très vrai.

L’idée n’est pas seulement que nous passons d’un marketing d’interruption à un marketing de permission et de tendance, de communiquer des faits à répandre des idées, du « combien » au « qui »…

Godin explique pourquoi il est des fois inutile de se laisser tenter par le nouveau markering, ou pourquoi ça n’a pas marché pour certains. En gros, certains marketeurs ne font qu’appliquer des nouvelles techniques sur leurs structures existantes, alors que les nouvelles règles du marketing nécessitent une nouvelle organisation (tout change quand on est sur Internet : les méthodes de distribution, la fonction commerciale, la disponibilité du support…)

Et oui, aujourd’hui c’est l’organisation qui s’adapte au marketing, et non l’inverse. Sinon… vaut mieux rester dans du marketing traditionnel !

Seth GodinL’auteur : Seth Godin

Seth Godin is the author of nine international bestsellers, most recently the New York Times bestseller The Dip. His other books include Permission Marketing, Unleashing the Ideavirus, Purple Cow, Free Prize Inside!, All Marketers Are Liars, and Small Is the New Big. He is also the founder and CEO of Squidoo and the most popular marketing bloggers in the world.

Rendez-vous sur le site officiel de Seth Godin et cliquez sur sa tête pour consulter son blog.

 

Seth Godin - Meatball SundaeLe livre : Meatball Sundae: Is Your Marketing Out of Sync?

Portfolio, janvier 2008
256 pages

Présentation de l’éditeur :

Out of whack?
The 14 trends you can’t ignore

Gotta get me some of this New Marketing. Bring me blogs, e-mail, YouTube videos, MySpace pages, Google AdWords… I don’t care, as long as it’s shiny and new.

Wait. According to bestselling author Seth Godin, all these tactics are like the toppings at an ice cream parlor. If you start with ice cream, adding cherries and hot fudge and whipped cream will make it taste great. But if you start with a bowl of meatballs… yuck!

As traditional marketing fades away, the new tools seem irresistible. But they don’t work as well for boring brands (« meatballs ») that might still be profitable but don’t attract word of mouth, such as Cheerios, Ford trucks, Barbie dolls, or Budweiser. When Anheuser-Busch spends $40 million on an online network called BudTV, that’s a meatball sundae. It leads to no new Bud drinkers, just a bad case of indigestion.

Meatball Sundae is the definitive guide to the fourteen trends no marketer can afford to ignore. It explains what to do about the increasing power of stories, not facts; about shorter and shorter attention spans; and about the new math that says five thousand people who want to hear your message are more valuable than five million who don’t.

The winners aren’t just annoying start-ups run by three teenagers who never had a real job. You’ll also meet older companies that have adapted brilliantly, such as Blendtec, a thirty-year-old blender maker. It now produces « Will it blend? » videos that demolish golf balls, Coke cans, iPhones, and much more. For a few hundred dollars, Blendtec reached more than ten million eager viewers on YouTube.

Godin doesn’t pretend that it’s easy to get your products, marketing messages, and internal systems in sync. But he’ll convince you that it’s worth the effort.

Le livre sur Amazon.fr