10 Apr Unleashing the Ideavirus Review
Seth Godin is known as the go-to modern day marketing guru, and revolutionized the marketing approaches of the general populace when it came to the age of the Internet. With Permission Marketing, he brought to light the fact that with the rise of social media and online saturation, marketing at people by purchasing ad space and yelling the loudest just doesn’t work anymore. In Unleashing the Ideavirus, Godin goes a step further to explain why some ideas flourish and others fail when it comes to modern advertising.
I say modern, but this book was published in 2000. However, the general sentiment still rings true sixteen years later. People are bombarded with marketing messages from the moment they sign on to their computers or Smartphones, and the best way to reach them through the noise is to find a way to have one of their influencial friends (whom Godin refers to as a sneezer) hammer that message home through an already established relationship. After all, why should they trust you — a corporate advertiser with an agenda?
While Godin is pretty sharp at nailing consumer behavior, there are some pretty amusing failures he was plugging back when the book was published. Godin was fresh from Yahoo, and he mentions them over and over as an authority (though we know today they struggle) and it would probably be pretty amusing to count how many times he mentions Palm throughout the text as if they were the holy grail of marketing examples at the time. (Where’s Palm now?)
The book is written in typical Godin style, which means short, sweet, and to the point. It’s a quick read. The premise of the book is sound, but it’s general theory, not an actionable plan. If you’re looking for a step-by-step guide to creating that golden ideavirus, you won’t find that here. What it will do is point you in the right direction and serve as motivation to get started marketing in the most effective way possible in today’s connected world. But, you’re going to have to do the legwork yourself.
I would recommend Unleashing the Ideavirus to anyone just entering the marketing industry, or perhaps seasoned marketers who might still be trying the antiquated “buy and yell” approach. It’s a good primer for working most effectively with today’s consumer. After reading Godin’s observations, you’ll be ready to get started creating your own ideavirus and providing true value to your customers.
Unleasing the Ideavirus
©2000, Do You Zoom, Inc.
Hardcover, 224 pages