Seth Godin, American author and former dot com business executive, and writer of This is Marketing: You Can’t Be Seen Until You Learn To See, was interviewed by Jason Feifer to help further explain his thoughts on new tactics for 2019.
First and foremost, Godin “urges companies to be relevant, not loud.”
So we all want to know the big question, “How will marketing continue to change in 2019?”
Attention and trust are the two most valuable elements of our economy going forward, and big companies have a long history of just burning it, wasting it. The alternative is to be the kind of organization that markets with people instead of at them.
What does this mean exactly?
The mindset of pop-unders, pop-overs, spam, interruption, demographics, targeting — these are all hunting tactics. Like, We have something we want to sell, and gosh darn it, we’re going to find someone to sell it to.
Godin says what we;re currently seeing over and over again is, “that the organizations that are succeeding don’t do that. They’re the ones that would be missed if they were gone. When you act in a way that helps the person achieve their dreams and goals and desires, then you don’t have to bully your way in and elbow your way in. We’re entering this age where everyone knows there’s no privacy left, everyone knows there’s no data security, everyone knows you can’t trust anyone. But when someone we can trust shows up, people go, “‘Oh, that person’s different. They’re one of us.’”
A good way to offset this is to go back to the basics.
Yeah; the basics of a century ago. And the reason this is hard is not that it’s hard. The reason it’s hard is that it’s scary. The tools of industrial marketing let the big companies off the hook. You just write a check and it’s not your fault anymore. But if you’re going to make it human, it means you’re going to put yourself out there and say, “I made this,” and someone is going to see it and say, “I don’t want it.” And it’s easy to hear that and say, “You don’t want me. I failed.” But that’s not the right answer. The right answer is “Oh, I didn’t make this for you. I made it for someone like you who believes something different, who wants something different. Let me go find that person.”