Seth Godin on Maximising Marketing Opportunities Now


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Seth Godin, who will be presenting live via satellite from New York at the marcus evans CMO Gipfel 2011, PharmaBrand Summit 2011 and CMO Summit 2011, on successful marketing today.

Interview with: Seth Godin, Bestselling Author, Marketing Visionary, Entrepreneur & Agent of Change

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Seth Godin on Maximising Marketing Opportunities Now

  1. 1. Seth Godin on Maximising Marketing Opportunities Now Seth Godin, who will be presenting live via satellite from New York at the marcus evans CMO Gipfel 2011, PharmaBrand Summit 2011 and CMO Summit 2011, on successful marketing today. Interview with: Seth Godin, Bestselling Author, Marketing Visionary, Entrepreneur & Agent of ChangeFOR IMMEDIATE RELEASE“The most dangerous thing that marketers do is look for the The challenge is to keep asking that question from the minutenext big thing. The next big trend will be a variation of what an idea comes up. What is the story here? If this is a movie,we already have,” says Seth Godin, Bestselling Author, a book or a conversation taking place about a product, whatMarketing Visionary, Entrepreneur & Agent of Change. would people say? If you cannot capture the feeling orInstead of waiting around for the next craze, marketers should sensation of what you are trying to create, it is unlikely thatbe maximising the current opportunities for successful you will properly build it into the What attitude to change do successful companies have?Named one of the top 21 speakers for the 21st century bySuccessful Meetings Magazine and Business Week’s “Ultimate Seth Godin: For 100 years, companies succeeded by building aEntrepreneur for the Information Age,” Seth Godin will level of efficiency and productivity, and by repeating that in abe presenting live via satellite from New York at the upcoming reliable way. Change is a problem for people who live in thatmarcus evans CMO Gipfel 2011 in Bad Doberan, Germany, world.PharmaBrand Summit 2011 in Montreux, Switzerland, andCMO Summit 2011 in Queensland, Australia. We now live in a different world, where shifts in the marketplace and interactions are actually our friends.What is lacking in marketing today? What should be done Organisations need to look at change not as a problem or andifferently? issue to be dealt with, but as an opportunity to grow. They should embrace change.Seth Godin: The biggest challenge that marketers face today isthat they have made their jobs too small. If you believe that What is your outlook for the future?advertising and marketing are the same and that your job is totake a finished product or service, a pile of money and Seth Godin: We are seeing smart marketers putting moresomehow sell this average product to average people in effort into interactivity and permission as an asset. They arevolume, you are going to fall behind. That is the way paying attention to what people say about their organisationmarketing worked in the 60s and the way it worked for big and caring far less about interrupting strangers. I believe thatcompanies in the 80s, but that is not what marketing is now. the future belongs to those who will lead strong, like-minded people or organisations to where they want to go andMarketing is the whole organisation, from the way you connect them to one another. This is an alien feeling for manyanswer the phone, what you call yourself, what you make and companies, but I believe it is the only way that they canhow, to what people say when they talk about your company. succeed in the future.Google, Amazon, Apple, JetBlue and Starbucks are successfulnot because they have good advertisements, but because they What has been your greatest contribution to the marketinghave decided that everything they do is marketing. space?You claim that, “Marketing sells us a feeling”. How can Seth Godin: I give people tools that they can use to speak tomarketers ensure products set off this feeling? one another and to share ideas they already believe in. By calling it a Purple Cow or an Idea Virus, I make it easier forSeth Godin: Once people are at a certain level of wealth they people who are embracing change to have an intelligentdo not need things but they want things. If you sell a product conversation with the people they work with. I am good atthat people want, you have to accept that people do not buy noticing issues that need to be talked about and making themit because of its features, but because of the way it makes easier to do so.them feel.
  2. 2. Could you share an idea or theory that more marketers shouldincorporate into their strategies?Seth Godin: The most dangerous thing that marketers do islook for the next big thing. They are focused on getting apiece of information that nobody has, finding the next trend,the next Twitter or Flickr. My answer is this is the next bigthing. This is our revolution. The next big trend will be avariation of what we already have. Rather than wait for thenext big insight, marketers ought to actually do somethingwith today’s insights. Contact: Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits Division Tel: + 357 22 849 313 Email: For more information please send an email to or visit the event websites below: CMO Gipfel 2011: PharmaBrand Summit 2011: CMO Summit 2011: marcus evans group - marketing / sales sector portal Complementing our summit format, the Marketing Network – marcus evans Summits group delivers peer-to- peer information on strategic matters, professional trends and breakthrough innovations. Lend an ear to fellow experts and live news from our events on our LinkedIn and Twitter accounts! Please note that the summit is a closed business event and the number of participants strictly limited. About marcus evans Summits marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, think tanks, seminars and one-to-one business meetings. For more information, please visit All rights reserved. The above content may be republished or reproduced – kindly inform us by sending an email to