I just attended a webcast with Seth Godin where Seth discussed the topic of his upcoming book: Meatball Sundae: Is Your Marketing Out of Sync? The webcast featured a presentation by Seth and was hosted by Kevin Ryan, VP and Global Content Director at Search Engine Strategies and Search Engine Watch.
Meatball Sundae explores 14 trends in an era when organizations are still mistakenly slapping "new marketing onto old" and end up with a lackluster Web presence. These 14 trends include:
The Q&A session was pretty good and was actually extended (I have to leave the webcast at 2:00 EST so I missed the extended portion.) I did pose a question to Seth to get his thoughts on how Google OpenSocial will affect Facebook. His thoughts were that this is a brilliant move by Google that if done properly may take a lot of wind out of the Facebook sails. However it will not "kill Facebook", in fact if anything it will make Facebook even better.
- Direct Communication - there is a trend towards an increase in direct communication between producers and consumers. More feedback mechanisms are appearing.
- Amplifying the Voice of Individuals - power to the people. Everyone has become a critic. This can be a good thing. Viral is all the rage.
- The Idea of having an Authentic Story - Seth mentioned the fact that there are scraps of material out there and the need for having an authentic story to tell.
- Lack of Attention Span - have we trained people to have shorter attention spans? Seth reminisced about the fact that in the 40's commercials used to be 30 minutes long. Is the 30 second spot still an efficient way to educate potential prospects and consumers about your product and services? Just how successful are those Super Bowl commercials anyway? So long as the ads generate revenue, does it matter?
- All About the Long-Tail - we've discussed the long-tail of SEO on numerous occasions. There is a definite trend towards long-tail and providing a choice for people.
- Outsourcing - there is a definite trend towards outsourcing. Seth pointed out that "... it can be easier to change the manual than to change the people..."
- Google and the Other Search Engines are "atomizing" the World - Seth also touched on the fact that bundling (all of your services) may not and does not always work.
- Infinite Channels of Information - a.k.a. creating noise. I like to call this "touch points" or interception points. This creates the elimination of a bottleneck as you should build and create your own channels (and no I'm not talking about Yahoo Pipes)
- Consumers Can Talk Directly to other Consumers - power to the people part two.
- Shift in Scarcity and Abundance - stuff that used to be abundant is now scarce and vice versa.
- Big Idea can reach a large number of people - a big idea is something that changes the world or the big idea's direct environment forever.
- Shift of How Many to Who? - This is huge as "who" has become much more important than "How Many". Mass marketing is seeing a transformation.
- Identification of who is wealthy and who is not - you cannot always predict who is who.
- New Gatekeepers and No Gate Keepers - you'll have to read the book for more on this.
I'm looking forward to receiving my book in the mail. Seth will be one of the keynotes at SES Chicago next month.
Labels: meatball sundae, Seth Godin