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Unleashing the Ideavirus (Paperback)
by Seth Godin
| Category:
Marketing |
| Market price: ¥ 208.00
MSL price:
¥ 198.00
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| Stock:
Pre-order item, lead time 3-7 weeks upon payment [ COD term does not apply to pre-order items ] |
MSL rating:
 Good for Gifts |
| MSL Pointer Review:
Stop marketing at people and start marketing to them - from this book on! |
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Author: Seth Godin
Publisher: Simon & Schuster Ltd
Pub. in: January, 2002
ISBN: 074322065X
Pages: 224
Measurements: 8.4 x 5.3 x 0.9 inches
Origin of product: USA
Order code: BA00814
Other information: New Ed edition
ISBN-13: 978-0743220651
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- MSL Picks -
Unleashing the Ideavirus is an interesting read. One of the main ideas about this book is that interruption based marketing (radio and TV spots that break the flow of music or a show) is getting less and less effective. As an alternative, viral marketing reaches your target audience based on the recommendation of others within your target audiences’ sphere of influence. The author Seth Godin, says market to people rather than at people.
One of the key take-aways from this book is that target market selection and targeting the correct individuals within this group is of utmost importance. This is because with viral marketing you are depending on people to spread your idea virus. Another interesting concept is that hive selection should happen even before you consider what product or service you would offer the hive. Most businesses consider what the can make or the service they can provide and then back into who might want such a product or service.
What are the elements that make up an ideavirus? According to Seth Godin there are many variables that are essential to consider when constructing a virus. Here is Seth's list of variables that make up a virus:
Sneezers - the people that you choose to spread your idea virus
Hive - the group you target with your idea virus
Velocity - how fast the idea spreads from one party to another
Vector - pattern of hive adoption (could be geographic or demographic)
Medium - the communication mechanism surrounding the idea virus (tv, web page...)
Smoothness - how easy it is for the user to spread this idea virus
Persistence - how long the idea sticks with a person before it stop influencing them
Amplifier - tool for getting ideavirus to a larger audience
Does all this ideavirus stuff work? One of interesting things about this book is the author's choice of distribution. He followed his own advice. The original distribution of this book was as a free e-book to encourage the viral effect.
If you want to stop marketing at people and starting marketing to them, this book is worth a read.
- From quoting Martin Schray
Target readers:
Sales & marketing professionals
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Seth Godin is the author of numerous books, including the national bestseller, Permission Marketing. He was the founder of Yoyodyne, the first direct marketer on the Internet, which was acquired by Yahoo! in 1998. Godin served as Vice President of Direct Marketing for Yahoo! before leaving early in 2000 to devote time to writing and speaking. Godin serves as a Flatiron Fellow, advising Flatiron Partners, a leading Internet-focused venture capital firm based in New York, and is a regular columnist for Fast Company magazine.
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From the publisher
Turn your ideas into epidemics by helping your customers do the marketing for you. Seth Godin is an admans worst nightmare. He has made a career of exposing the limitations of traditional marketing methods while offering his own visionary solutions. He has also demonstrated the principles of the IdeaVirus firsthand: More than 250,000 copies of his e-book, Unleashing the IdeaVirus, have spread throughout the Web for free. Napster, Hotmail, GeoCities, and Volkswagen are just a few of the businesses that have successfully launched their products with an IdeaVirus by letting customers get to know and communicate with each other. This customer-to-customer dialogue spreads like a virus, costs companies next to nothing, and could signal the end to marketing as we know it. Now Godin shows how any business can unleash an IdeaVirus and profit from it.
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| View all 8 comments |
A reader (MSL quote), USA
<2007-06-05 00:00>
Here's the first handbook I've found that makes it clear how viral marketing, word of mouth and other people-to-people marketing techniques are changing the way products and services are marketed.
If you read PM and were puzzled about how to get Permission in the first place, this is the best place to start. I've been a fan of Godin's for years, but this is his coolest book to date.
The fact that he could give the book away to prove his point (see the link to the left) and still sell a bunch of copies is really awe inspiring. |
Evelyn (MSL quote), USA
<2007-06-05 00:00>
Seth Godin states the obvious, in a way that's both brilliant and brand new, and therein lies the magic. I needed a touch of magic for Tchotchke Heaven, my website, and with his sleight of hand he has shown me the way. This is a serious, informative book written by a man who has learned not to take himself too seriously. |
Jeff (MSL quote), USA
<2007-06-05 00:00>
This was a thuroughly enjoyable read and filled with interesting ideas about how to get people interested in what you have to offer. Principles could be applied to anything you do in life that you want others to notice, whether it's business or personal. I feel I got my money's worth and more. |
Simit Patel (MSL quote), USA
<2007-06-05 00:00>
Seth Godin's Unleashing the Ideavirus is perhaps the most important and relevant book for Internet entrepreneurs today. The book explains how entrepreneurs can create and manipulate viral marketing tactics. Given the ongoing failure of advertising and the low cost per acquisition associated with viral marketing, this revolutionary book is a must for entrepreneurs trying to determine how they can launch a successful marketing campaign in today's competitive landscape.
Seth Godin's other books, namely Permission Marketing and The Big Red Fez are must for Internet entrepreneurs today. |
View all 8 comments |
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