Post by account_disabled on Mar 6, 2024 3:46:37 GMT
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.
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, website, which, according to El País, includes information about the transition, the president-elect's agenda and a blog. «Divided into four large areas (News, Agenda, Blog and Profiles), Change.gov shows how comfortable the Obama campaign team feels with new technologies, something they had already demonstrated in the long campaign, where they managed to raise a millionaire figure thanks to a platform based on the Internet and social networks. A few days ago I was especially interested in David Carr's revealing report for El País titled "He is the president (and a friend on Facebook)", where he analyzed the importance of social networks in the political campaign. "Like many online innovators, the Obama campaign team hasn't invented anything new. Instead, by bringing together social media apps under the banner of a movement, it generated unexpected potential to raise funds, organize by area, fight smear campaigns, and get the votes that helped topple the government apparatus.
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, website, which, according to El País, includes information about the transition, the president-elect's agenda and a blog. «Divided into four large areas (News, Agenda, Blog and Profiles), Change.gov shows how comfortable the Obama campaign team feels with new technologies, something they had already demonstrated in the long campaign, where they managed to raise a millionaire figure thanks to a platform based on the Internet and social networks. A few days ago I was especially interested in David Carr's revealing report for El País titled "He is the president (and a friend on Facebook)", where he analyzed the importance of social networks in the political campaign. "Like many online innovators, the Obama campaign team hasn't invented anything new. Instead, by bringing together social media apps under the banner of a movement, it generated unexpected potential to raise funds, organize by area, fight smear campaigns, and get the votes that helped topple the government apparatus.