美国营销专家和畅销书作者Seth Godin最近推出了关于社会化营销的新书 - 《Meatball Sundae》，引起了很多营销业者的兴趣。
书中Seth用
圣代这种食品作比喻，指出：运用社会化营销，必须要求企业推出与之相符的产品，并采用新的营销理念来与之（社会化营销的手段）配合，否则就会象把水果、巧克力等toppings浇在肉丸上一样，不伦不类，美味全失。
Seth还在书中指出了未来影响市场传播的14个趋势（
原文）：
- Direct communication and commerce between producers and consumers
- Amplification of the voice of the consumer and independent authorities
- The need for an authentic story as the number of sources increases
- Extremely short attention spans due to clutter
- The Long Tail
- Outsourcing
- Google and the dicing of everything
- Infinite channels of communication
- Direct communication and commerce between consumers and consumers
- The shifts in scarcity and abundance
- The triumph of big ideas
- The shift from “how many” to “who”
- The wealthy are like us
- New gatekeepers, no gatekeepers
亚马逊书城对本书的介绍如下：
As traditional marketing fades away, the new tools seem irresistible.
But they don’t work as well for boring brands (“meatballs”) that might
still be profitable but don’t attract word of mouth, such as Cheerios,
Ford trucks, Barbie dolls, or Budweiser. When Anheuser-Busch spends $40
million on an online network called BudTV, that’s a meatball sundae. It
leads to no new Bud drinkers, just a bad case of indigestion.
Meatball Sundae
is the definitive guide to the fourteen trends no marketer can afford
to ignore. It explains what to do about the increasing power of
stories, not facts; about shorter and shorter attention spans; and
about the new math that says five thousand people who want to hear your
message are more valuable than five million who don’t.
The
winners aren’t just annoying start-ups run by three teenagers who never
had a real job. You’ll also meet older companies that have adapted
brilliantly, such as Blendtec, a thirty-year-old blender maker. It now
produces “Will it blend?” videos that demolish golf balls, Coke cans,
iPhones, and much more. For a few hundred dollars, Blendtec reached
more than ten million eager viewers on YouTube.
Godin doesn’t
pretend that it’s easy to get your products, marketing messages, and
internal systems in sync. But he’ll convince you that it’s worth the
effort.
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