The Flaws of Outdated Marketing
In the year 2000, American author and blogger Seth Godin wrote a manifesto called Unleashing The Idea Virus about marketing and how it was going to change with technology on the rise. He couldn’t have been more right.
Godin explains that the traditional model of advertisers simply telling consumers what to think and controlling narratives is over, and is further being replaced by a consumer driven advertising model in which consumers decide what’s important and share worthy. He calls this concept an “idea virus” and defines it as “a big idea that runs amok across the target audience. It’s a fashionable idea that propagates through a section of the population, teaching and changing and influencing everyone it touches”.
He points out that the brands we wear, the shows we watch, and the messaging that we hold on to the most are likely not because of corporations blatantly advertising it to you, but because of a simple idea virus that is spread from people like you wearing it, raving about it, or sharing it.
Nineteen years later (gosh... has it been that long?) the Seth's ideas are more relevant than ever. The goal of successful marketing is to get people talking–and get out of the way.
As Godin explains, “the marketer is not—and ought not to be—at the centre of successful marketing. The customer should be.”
And the winner is...
When a battle of brands breaks out there's not always a clear winner. In this case however, it appears to be the consumer.
Music streaming platforms Spotify and Apple Music have been duking it out for years. From new features announcements, to arguments over which devices should be allowed on which platform, to advertising spend battles, there seems to be no end in sight to the duel.
However, contrary to the traditional forms of marketing that we’ve seen from these platforms in the past including billboard ads, promoted social content and often hilarious commercials, Spotify decided to try something new.
Rather than forcing ads on consumers that don’t care, Spotify has a new incentive to choose them over their competitors: a free Google Home Mini. Yes, you read that right.
Any new or existing Spotify Premium subscriber on the $9.99/month plan gets a free Google Home Mini, shipping costs included. This new incentive that’s available until May 9th (or while supplies last) has consumers buzzing about the platform all over social media.
Not only providing users with the service, but also free system to use it through is spreading like… well... an ‘idea virus’ and is certainly giving their competitors a run for their money.
And making their consumers feel like winners.