Post by account_disabled on Mar 5, 2024 22:46:55 GMT -5
Seth Godin is one of those gurus capable of synthesizing new trends in marketing from concepts such as permission marketing, ideavirus... The video was captured during a conference at Google where he compared the company's products with the concepts analyzed in his essential book All Marketers are Liars. More information on the blog of Seth Godin, one of the most important marketing gurus in 2007 according to eMarketer. marketers How to sell? What job should a salesperson do today? It should be a storyteller rather than a mere reproducer of the benefits or characteristics of a specific product. It must intoxicate you with a story (a topic they have written about in BrandJazz) that we can/want to believe in. Godin proposes to move away from the resounding impacts of a single value proposition and enter the world of desires under the premise that the consumer buys what he wants, not what he needs. To do this, it is necessary to use structures, parables, metaphors at the service of emotion, which is one of the most relevant raw materials for brands (although not the only one). Therefore, companies must satisfy wants, not so much satisfy needs. And it's not simple.
One of the keys is to define a group of people with whom to share a certain vision of the world on which to base a story, which must capture their attention and remain in their memory. And, finally, it is necessary for these people to trust the story and feel proud of the experience to tell it to their friends and acquaintances as brand ambassadors... In line with this topic, Juanjo Rodríguez (director of Duplex Marketing) published in Industry Email List Bajo la Línea a few days ago (previously in Organiza magazine) a reflection on the issue of branded entertainment: «Before selling, you have to seduce the client, entertain him, make him enjoy. Like almost everything in marketing, it may not seem like a big deal; Some brands have been doing it for many years. What is new is that this technique is increasingly popular, taking advantage of the fact that technology allows us to create powerful campaigns at a much lower cost than before. I especially found his summary as an exhortation very accurate: «In short, the key is to entertain before selling.
Communicate by seducing, not pressuring; not seem commercial, but be credible; and link the content with other actions, such as additional exclusive content for clients, promotions, etc.Clinton and then John McCain and the Republicans. As a result, when Obama takes office he will not only have a political base but also a database, millions of names of supporters who can be contacted almost immediately. And there are many reasons to think that Obama will use that network of contacts. His email to supporters on election night included this line: "We have a lot of work ahead of us to get our country back on track, and I'll be writing to you again soon to tell you what we need to do next." ». The new Administration is now up and running on the Internet at change.gov. The juxtaposition of an open campaign through social networks and a historical imperial position will have great implications. Special interest groups and lobbyists will now face an environment of transparency and a president who owes them nothing. The press will have to deal with an Administration that can clearly present its arguments to its base without having to use television.
One of the keys is to define a group of people with whom to share a certain vision of the world on which to base a story, which must capture their attention and remain in their memory. And, finally, it is necessary for these people to trust the story and feel proud of the experience to tell it to their friends and acquaintances as brand ambassadors... In line with this topic, Juanjo Rodríguez (director of Duplex Marketing) published in Industry Email List Bajo la Línea a few days ago (previously in Organiza magazine) a reflection on the issue of branded entertainment: «Before selling, you have to seduce the client, entertain him, make him enjoy. Like almost everything in marketing, it may not seem like a big deal; Some brands have been doing it for many years. What is new is that this technique is increasingly popular, taking advantage of the fact that technology allows us to create powerful campaigns at a much lower cost than before. I especially found his summary as an exhortation very accurate: «In short, the key is to entertain before selling.
Communicate by seducing, not pressuring; not seem commercial, but be credible; and link the content with other actions, such as additional exclusive content for clients, promotions, etc.Clinton and then John McCain and the Republicans. As a result, when Obama takes office he will not only have a political base but also a database, millions of names of supporters who can be contacted almost immediately. And there are many reasons to think that Obama will use that network of contacts. His email to supporters on election night included this line: "We have a lot of work ahead of us to get our country back on track, and I'll be writing to you again soon to tell you what we need to do next." ». The new Administration is now up and running on the Internet at change.gov. The juxtaposition of an open campaign through social networks and a historical imperial position will have great implications. Special interest groups and lobbyists will now face an environment of transparency and a president who owes them nothing. The press will have to deal with an Administration that can clearly present its arguments to its base without having to use television.