Author Seth Godin wants products and services to be treated as though they are humans... or computer viruses. Basically, he wants us to market products to each other by using the "word of mouse."
Godin says that "the future belongs to marketers who establish a foundation and process where interested people can market to each other... Ignite consumer networks and then get out of the way and let them talk."
He presents 3 significant groups related to unleashing the virus:
1. Sneezers: those who can best spread the "virus"
2. Hives: populations in which the "virus" is willingly received
3. Smoothness: the ease with which sneezers are able to spread the "virus" through a "hive"
And, to explicate his idea, Godin uses real-world examples including Napster and Hotmail.
As I was reading this, I kept thinking about elections. What do the political candidates/parties want its supporters to do? Go door to door, make phone calls, "spread the word." This is exactly what Godin is proposing. Does it work? Sometimes. Should it replace marketing as we know it? I don't think so.
Which do you think has worked better (before 2006): Karl Rove's pinpointing marketing strategy or "spreading the word"?
I think Godin's marketing plan is a great supplement to traditional marketing, and it may even reduce the amount of traditional marketing. However, I personally don't see this strategy working for everything.
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