EXECUTIVE READ – “Meatball Sundae” by Seth Godin

Here is my executive read that was originally featured in the Pioneer Press here. This article was released on 05/10/2008 and very out of marketing fashion I didn’t post it online. Since then, I have been heckled in a friendly way by my peers (Thanks Mykl 🙂 )and to that end. Dun Dun Dun…Here is the article!

What: “Meatball Sundae” by Seth Godin

Why: In the words of Seth Godin, the Internet has delivered the fourth revolution and this incarnation has deemed that traditional media rules are no longer as effective as they once were — a worrisome tale indeed for a world that is so deeply rooted in traditional advertising and marketing. However, Godin warns, converting from traditional media into an online arena isn’t as simple as tossing a few tech-based gadgets on your Web site. It requires a more holistic approach to your company. This means changing the way you operate from the ground up to maximize the effect of this new medium.

It’s not just about having a brochure Web site or blogging, it’s about revisiting your company to redefine fulfillment and utilize online tools to cater more effectively to smaller niche market segments. In truth, it’s about common sense. It’s about using the tools available on more than just a basic level and ensuring that these tools are a part of your company’s larger picture.

One of the most common statements from marketing and advertising clients is, “I need a blog,” and yet when you ask them why, the response is typically, “Well, because my competitor has one,” or even “because everyone is talking about them.” Godin’s book is all about justification. Do you have a reason for implementing this technology? Is your company’s current structure set up to maximize the benefits of this technology? Who will be responsible for this new technology?

What “Meatball Sundae” so strongly points out is there is massive potential in new media tools but if you are incorporating them without a strategic marketing plan, they can just as easily hurt more than help.

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