Learn how to make your ideas contagious

books:

	• UNLEASHING THE IDEAVIRUS Seth Godin Hyperion, 2001 - 240 pages average customer review:based on 96 reviews view larger image
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highly recommended

New Approach

Seth Godin, founder direct marketing director of Yahoo, wrote a great book. He defines new approach of marketing and gives examples of success stories, such as Yahoo, Google, Napster and Hotmail. As an alternative to traditional marketing, he explains why viral marketing, which he adds new values to it and redefines it as an ideavirus, is the future of marketing.

Learn how to make your ideas contagious

This is a great book for learning how to make your ideas contagious. Your ideas won't work if you don't know how to communicate them to others and get other people to buy into what you want to do.

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The Missing Link

The recent bloodbath among online content peddlers and digital media proselytisers can be traced to two deadly sins. The first was to assume that traffic equals sales. In other words, that a miraculous conversion will spontaneously occur among the hordes of visitors to a web site. It was taken as an article of faith that a certain percentage of this mass will inevitably and nigh hypnotically reach for their bulging pocketbooks and purchase content, however packaged. Moreover, ad revenues (more reasonably) were assumed to be closely correlated with "eyeballs". This myth led to an obsession with counters, page hits, impressions, unique visitors, statistics and demographics. It failed, however, to take into account the dwindling efficacy of what Seth Godin, in his brilliant essay ("Unleashing the IdeaVirus"), calls "Interruption Marketing" - ads, banners, spam and fliers. It also ignored, at its peril, the ethos of free content and open source prevalent among the Internet opinion leaders, movers and shapers. These two neglected aspects of Internet hype and culture led to the trouncing of erstwhile promising web media companies while their business models were exposed as wishful thinking. The second mistake was to exclusively cater to the needs of a highly idiosyncratic group of people (Silicone Valley geeks and nerds). The assumption that the USA (let alone the rest of the world) is Silicone Valley writ large proved to be calamitous to the industry. In the 1970s and 1980s, evolutionary biologists like Richard Dawkins and Rupert Sheldrake developed models of cultural evolution. Dawkins' "meme" is a cultural element (like a behaviour or an idea) passed from one individual to another and from one generation to another not through biological -genetic means - but by imitation. Sheldrake added the notion of contagion - "morphic resonance" - which causes behaviour patterns to suddenly emerged in whole populations. Physicists talked about sudden "phase transitions", the emergent results of a critical mass reached. A latter day thinker, Michael Gladwell, called it the "tipping point". Seth Godin invented the concept of an "ideavirus" and an attendant marketing terminology. In a nutshell, he says, to use his own summation: "Marketing by interrupting people isn't cost-effective anymore. You can't afford to seek out people and send them unwanted marketing, 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." This is sound advice with a shaky conclusion. The conversion from exposure to a marketing message (even from peers within a consumer network) - to an actual sale is a convoluted, multi-layered, highly complex process. It is not a "black box", better left unattended to. It is the same deadly sin all over again - the belief in a miraculous conversion. And it is highly US-centric. People in other parts of the world interact entirely differently. Two successful authors, Melisse J. Rose and Doug Clepp, are now in the process of constructing a web site that will institutionalise "buzz marketing" (a technique they successfully applied to their own products). They intend to help authors to mine the Internet for readers who will then interact with other readers to generate a favourable "hum". You can get them to visit and you get them to talk and you can get them to excite others. But to get them to buy - is a whole different ballgame. Dot.coms had better begin to study its rules. Sam Vaknin, author of "Malignant Self Love - Narcissism Revisited".

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A must-have!

This is the newest book by Seth Godin, which is one of the authors that most influenciate my ideas. This book is the continuation of the masterpiece Permission Marketing (which is about how to change the traditional marketing idea of interrupting people by permission marketing). Unleashing the Ideavirus brings the answer to the obviuos question after reading Permission Marketing: "How can I obtain people's permission, since this involves at least one interruption?". The idea behind this book is simple: why spending zillion dollars on TV ads if you can spend much less at word-of-mouth campaings (which the author calls "ideavirus"), and which is more efficient? This book confirms what I am saying for ages: if you have just build up your own company, it is not worth to sepend money on traditional media. The books is full of case studies, with enphasis on internet business. The ideas on which this book is based aren't quite new, but this is the best shot of Godin's work: he can arrange, at just one book, everything you must know in order to understand and make efficient marketing campaings in this new century, without spending time with complicated ideas which doesn't work at pratical levels. The contents of this book are of immediate pratical use, on whichever business your are running: traditional, internet or informal of any kind.

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New Approach

Seth Godin in his new book explains new approach of marketing. As a founder Director of Direct Marketing in Yahoo, he explains how the viral marketing, which he adds new values to it and redefines it as an ideavirus, works and why it is successful and why it is more efficient.

This is a great book for everyone who wants to learn how companies...became successful in a very short time.

reviews: 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, page 14, 15, 16, 17, 18, 19, 20

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