Today’s “ah-hah” moment:
“Marketing by interrupting people isn’t cost-effective anymore. You can’t afford to seek out people and send them unwanted marketing messages, in large groups, and hope that some will send you money.
Instead, 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.”
Amen! Agreed! Yee-haw! No, I didn’t have that epiphany over this morning’s cereal. It’s actually from the introduction of Seth Godin’s book, “Unleashing the Ideavirus.” Not a new book and not a new concept. Yet this whole idea of viral marketing gets ignored by companies all the time.
In the forward, Tipping Point author Malcolm Gladwell says: “this notion says that the most successful ideas are those that spread and grow because of the customer’s relationship to other customers – not the marketer’s to the customer.”
Print that quote and pin it up in your cube or office. We’re willing to bet 75% of you reading this get in your own way by doing exactly the opposite of this.