THIS IS MARKETING : SETH GODIN

The book starts in a very genuine and interesting way, to tell us about “What marketing actually is?”. The answer incorporates the MORE BETTER CULTURE, how marketing is all about making changes and doing the work that we can be proud of. It’s about the roots, best ideas and making impact through them and how marketing is “The act of making the change happen”.

CHAPTER 1- NOT MASS, NOT SPAM, NOT SHAMEFUL

👉OUR BELIEFS VERSUS WHAT MARKETING ACTUALLY IS

Often after hearing the word marketing what we gather is advertisement campaigns, billboards with glamorous pictures and LEDs showing attractive ads. But is it what marketing today is? No.

The analogy between north pole and south pole switching places and flipping in culture (albeit in a more frequent manner) helps us to understand that the things that worked in past may not work in today’s world.

In present scenario marketing now relies on “sympathy and service”.

“Marketing is the work of positive change, its the act of helping someone solve a problem.”

Marketing is not about ads now, it is about creating ideas, finding the customers we seek to serve and providing them solution for their problems. Marketing doesn’t have to be selfish; the hype, the scam and pressure. Its about helping others become who they seek to become.

Case study: Penguin Magic

Its the enterprise which have grown through the generous marketing; how they created products after understanding emotions and actions of people. And because they empathise and understood what people needs, provided them with a channel to converse about; build connections with customers and provided them with value needed, they haven’t had to bought reviews for their products or the ad-space to make products popular.

Its time to create value instead of empty ads and insisting on long, viable path to create applicable solutions.