Is Your Marketing Strategy a Recipe for Failure? - The Fast Interview: Marketing maven Seth Godin on why it's hard to sell meatballs and why those Bud TV Super Bowl ads fail. Plus two words of advice: Parrot Chow!
[Fast Company Sales and Marketing]
Talk about a timely column! Seth Godin gets right to the points we've been covering this week:
- Old media, "we have a message to deliver and that's all you'll get from us," marketing methods don't succeed on the Web. Dialogue and engaging people where they think -- being part of their community -- is a key element of making an impact;
- Understand your audience/community;
- It's always on. What you say this minute can be heard tomorrow and the next day and the next. If the message isn't congruent with the rest of what you're saying and doing it'll stick out like a sore thumb. People will know.
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When responding to the question: "So how do you turn an old organization into the right kind of
organization without giving up the structure and culture that made you
successful in the first place?"
Response: "I'm not certain you can. You're going to have to become a different kind of company if you want this medium to work."
I agree with this statement! Any time we look at taking a new approach to business prctices and culture, we create a new mindset for the organization. This is known as a paradigm shift. This is not something that is done on a whim but rather something that takes an immense amount of consideration. It is about positioning, brand image, and most importantly, knowing your target audience. Without these crucial steps being considered, we have nothing truely new to offer when trying to engage our audience.