Client News & Resources Menu
Client News & Resources
View Latest Posts
View Subscriptions
Posting Instructions
Active Bloggers
Reggie Culpepper
Clark Atlanta University class of 1998
Ivan Butcher II
class of
Michael Fortson
- College Not Listed - class of 2018
Will Moss
Hampton University class of 1995
Beverly Johnson
class of
Kamal Imani
class of
LaMarr Blackmon
Cal St Univ, Long Beach class of 1992
Elynor Moss
North Carolina Central University class of 2003
What Seth Godin Wants You to Know About Marketing in 2019
Posted By: Gina Lombardo on November 29, 2018

https://www.entrepreneur.com/article/32303...

If anyone knows marketing’s future, it’s Seth Godin. The longtime guru of the subject and author of 19 books -- his new one is called This Is Marketing, and he has a new notebook in partnership with MOO -- preaches a kind of invisible marketing. “The word marketing should mean ‘What do we call it when we make something people want?’ ” he says. That’ll become increasingly important as 2019 brings more digital noise. His challenge: Be relevant, not loud.

Related: The Best Marketing Material Is Something Your Audience Would Miss If They Stopped Receiving It

How will marketing continue to change in 2019?


Attention and trust are the two most valuable elements of our economy going forward, and big companies have a long history of just burning it, wasting it. The alternative is to be the kind of organization that markets with people instead of at them.

What do you mean?

The mindset of pop-unders, pop-overs, spam, interruption, demographics, targeting -- these are all hunting tactics. Like, We have something we want to sell, and gosh darn it, we’re going to find someone to sell it to.

That stuff always makes me feel like the marketer is aware that they’re unwanted.

Exactly. What we’re seeing over and over again is that the organizations that are succeeding don’t do that. They’re the ones that would be missed if they were gone. When you act in a way that helps the person achieve their dreams and goals and desires, then you don’t have to bully your way in and elbow your way in. We’re entering this age where everyone knows there’s no privacy left, everyone knows there’s no data security, everyone knows you can’t trust anyone. But when someone we can trust shows up, people go, “Oh, that person’s different. They’re one of us.”

Where does new technology fit into this? Entrepreneurs have a lot of tools available to them.

Online technology that’s free is generally working when you’re welcome, like email people want to open or websites people want to visit. Online technologies you have to pay for, like programmatic advertising, snooping on people’s privacy, boosting things, are interactions that were invented to make social media money, not to help people who are making products that would be found anyway. It makes more sense to not worry about getting big but worry instead about being important -- seeking out the smallest viable audience, because that audience will demand you make something special. And if it is special, they’ll tell their friends.

Related: Seth Godin on the Evolution of the Office

That’s very back-to-basics.

Yeah; the basics of a century ago. And the reason this is hard is not because it’s hard. The reason it’s hard is because it’s scary. The tools of industrial marketing let the big companies off the hook. You just write a check and it’s not your fault anymore. But if you’re going to make it human, it means you’re going to put yourself out there and say, “I made this,” and someone is going to see it and say, “I don’t want it.” And it’s easy to hear that and say, “You don’t want me. I failed.” But that’s not the right answer. The right answer is “Oh, I didn’t make this for you. I made it for someone like you who believes something different, who wants something different. Let me go find that person.”

If you enjoyed this article, Join HBCU CONNECT today for similar content and opportunities via email!
Comments
Please Login To Post Comments...
Email:
Password:

 
More From This Author
Latest Client News & Resources
The Value of Non-Traditional Forms of Diversity Recruiting
There’s a reason why traditional diversity recruitment methods are used consistently—many have proven successful, so why not continue using them. Job fairs, career expos, and targeted listings are all ...more
Elynor Moss • 40 Views • June 30th, 2020
4 Initial Strategies for Starting Your Diversity Recruitment Outreach
Increased talent diversity is a common goal for most businesses these days. Though many organization want a more diverse workforce, most organizations are unaware of how to achieve it. Diversity ...more
Elynor Moss • 48 Views • June 30th, 2020
5 Bilingual Strategies that will Benefit Your Recruitment
Just how inclusive is your diversity recruitment campaign? Although the foundational goals of diversity recruitment (building relationships, broadening your business’ perspective, establishing comm ...more
Elynor Moss • 36 Views • June 30th, 2020
Leveraging Media Channels for Diversity Engagement
What makes a strong diversity recruitment campaign? There are plenty of recruitment strategies out there, but most rely on a single idea: reach as many qualified eyes as possible. Diversity recruit ...more
Elynor Moss • 44 Views • June 30th, 2020
4 Tips to Enhance Diverse Candidate Retention within Your Workforce
Finding qualified candidates to meet your diversity goals is a daunting task. As all diversity recruiters know, seeking out, interviewing, and integrating new candidates isn’t a short process. It b ...more
Elynor Moss • 176 Views • June 30th, 2020
Popular Client News & Resources
2011 Texas Southern University Tiger Career Exposition
Dear Employers: It is indeed a pleasure to invite you to Texas Southern University's (TSU) 2011 Career Exposition. The event will be held on September 29, 2011 from 10:00 a.m. - 2:00 p.m. in the TS ...more
Elynor Moss • 43,803 Views • June 24th, 2011
Check out the Top 20 College Majors for HBCU Students
Do you want to know what the Top 20 Majors are that HBCU Students are choosing? If so, check out our list that was generated by polling the members of HBCUConnect.com. 1. Business Administration 2 ...more
Elynor Moss • 36,653 Views • August 9th, 2011
Check here for your list of Historically Black Colleges that offer a concentration in Sales...
Please check out the list below of HBCUs that offer sales courses and/or degrees. If you need help contacting these colleges let our staff know and we are happy to help you connect. HBCUs with Sale ...more
Elynor Moss • 36,142 Views • July 14th, 2011
Microsoft & HBCU Connect Launch New Online Technical Challenge to offer jobs to African Americans.
HBCUConnect.com, in partnership with Microsoft, recently announced a contest to promote opportunities for minority professionals with experience in the IT industry, to compete for prizes, recognition ...more
Elynor Moss • 34,800 Views • April 23rd, 2014
Microsoft & HBCU CONNECT Announce VIP Recruitment Event in May for Black Tech Professionals
In partnership with Microsoft Cloud & Enterprise Business, Microsoft IT, and Global Foundations Services, HBCU CONNECT is offering black technical professionals the opportunity to meet with representa ...more
Elynor Moss • 34,548 Views • April 23rd, 2014