I’m a Seth Godin fan. He’s viewed by many as a revolutionary marketing thinker. To me, though, he’s very good at making sense out of how to apply marketing to an always-on, internet-connected world. He does so in an unorthodox, contra-Madison Avenue way.
Seth Godin’s telescope brings insights into view. He then puts these into metaphors to explain what the rest of us see but have difficulty putting into words.
Case in point:
The advertising all of us have absorbed since 1930 is based on a model of control - manufacturers speaking one-way via print and broadcast media. They controlled the message and its destination.
It’s a model that has been in place since 1930. It’s a tick of the second hand on the human clock perhaps, but it’s all most of us have ever known.
The along came 1995 and internet, and the “new media” soon thereafter to change all that. Now, every individual with a point of view has the opportunity to reach and affect millions for the cost of an online connection.
Many companies continue to apply old media methods to new media to new media uses - what Godin calls TV 2.0. Unfortunately, new media and old methods are oil and water. The two just don’t work well together.
If you want to understand why, then set aside 10 minutes to watch this video interview of Seth Godin.
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