MERCADEO Versión en español
Seth Godin: Marketing that interrupts people is no longer working
Manuela Walfenzao| 5 de junio de 2015
Seth Godin, empresario y escritor de estrategias de mercadeo
Seth Godin, the businessman and marketing strategies writer, thinks that marketers should back away from marketing styles that accosts people over and over with their brand and should start communicating through a more permissive marketing.During a talk in the Bazarvoice Summit 2015 in New Orleans, he said that consumers have been “branded to death”. In the conference he pointed out that marketing that interrupts people no longer works, this is due to the proliferation of new platforms and meeting points created by the Internet.”Massive marketing, mediocre products are no longer relevant for individuals of the current world, who are defined by not following the path of the masses”, explained Godin. “Brands must withdraw from outdated strategies and start to treat people differently. This is something good, because for the first time in 200 years, we can try people in a different way, there is no longer mass marketing”.He argued that there are more people outside the curve of what’s usual than inside. Consumers are drifting away from the rule as the world drifts away from the ideals of industrialization and massive taste. “These people of atypical values are fascinating, impatient and they pay attention. We are facing the opportunity to do things differently”, he added. To close, he mentioned several brands that are talking to this group, among them, he highlighted Zipcar, Facebook and Instagram.
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