This is going to be a english post, because the article is in english. For those who read this language, download the full article here. For those who don’t, please learn. There are some old ladies from US that teach online, through CNA english courses.
The subject was brought first time on a book with the same name, written by Seth Godin, in 2000. It is a manifesto about spreading an idea, without marketing with budget.
The notion that an idea can become contagious, in precisely the same way that a virus does, is at once common-sensical and deeply counter-intuitive. It is common-sensical because all of us have seen it happen: all of us have had a hit song lodged in our heads, or run out to buy a book, or become infected with a particular idea without really knowing why. It is counter-intuitive, though, because it doesn’t fit with the marketer’s traditional vision of the world.
Advertisers spent the better part of the 20th century trying to control and measure and manipulate the spread of information—to count the number of eyes and ears that they could reach with a single message. But this notion says that the most successful ideas are those that spread and grow because of the customer’s relationship to other customers—not the marketer’s to the customer.”
– Malcolm Gladwell
This was said in 2000. And unbelievably today there are still some marketers that don’t get it.
The first step on this journey is to ask for permission to talk to people and ask them to help spread some thought, idea, campaign or product that you are, or will, showing them.
But one thing is important. BUILT A GREAT PRODUCT. An outstanding product is worth spreading, a good one, not so much.
Them, take this as a mantra.
Marketing by interrupting people isn’t cost-effective anymore. You can’t afford to seek out people and send them unwanted marketing messages, in large groups, and hope that some will send you money.
Instead, the future belongs to marketers who establish a foundation and process where interested people can market to each other.
Ignite consumer networks and then get out of the way and let them talk.”
– Seth Godin
The ideavirus manifesto answer this 7 questions:
1. Why is it foolish to launch a new business with millions of dollars in TV ads?
2. Are the market leaders in every industry more vulnerable to sudden successes by the competition than ever before?
3. Should book publishers issue the paperback edition of a book before the hardcover?
4. What’s the single most important asset a company can create—and what is the simple thing that can kill it?
5. Every ad needs to do one of two things to succeed…yet most ads do neither. What’s the right strategy?
6. Does the Net create a dynamic that fundamentally changes the way everything is marketed?
7. How can every business…big and small…use ideavirus marketing to succeed?
If you think that you are a great marketer already, read this to freshen up. If you are starting out or need to update yourself, read this, because you must.
People from all around the globe used this thought or manifesto, to launch products and make a great deal of money. They took this thought and made a product out of it, as well as used it to market brands and products. This is not a formula. There is no rule. But there is a way of thinking that is better and more update than the old buy more ads marketing. And you should know about it before you spend one penny more.
Do you want to know some more about modern marketing? Take a look at this article as well.