Le marketing fait parti intégrante de notre société.
Cette vidéo nous rappelle quelques points essentiels:
- les idées saugrenues rencontrent plus de succés que les ennuyeuses.
- Toujours choisir un titre de présentation un peu bizarre, mais montrer sa pertinence au fil de l’article.
What makes the process outdated is that users have a lot more choices, but a lot less time (and let’s add: and a lot-lot less patience in the age of attention deficit).Seth goes on to point out that you need a purple cow to come out of invisibility and ignorance: a purple cow is bizarre wnough to draw your attention (luckily, I have not see one, not even one for a Milka ad filming: it would have been eye-catching but somehow repulsive, too). So a purple cow is remarkable (in a sense that it is also worth ‘making a remark about’ - i.e. blogging about, or me-mailing about it).
The top-selling DVD in America changes every week, and not because there is a new top film, but because it is fresh, new, just heard about, “because people notice it.”
“Mass marketing is about marketing average products for average people, smooth out the edges: they would ignore the geeks, and God forbid, the laggards” (i.e. the two flatter parts of the bell curve: the early adopters and the late-comers). It is only for the central, the majority.
“But in a world where the TV Industrial Complex is broken, I don’t think that’s a strategy we wanna use any more,’ says Godin. He suggests targeting the early adopters, geeks, those who are obsessed with something. Simply, the central majority is very good at ignoring advertising. Products need constituencies with an otaku. So it is of utmost importance to talk to the early adopters who really listen and make it easier for them to spread the word, to make it go thorugh the bell curve.
And his recap in light of the above:
- Design
- Don’t play safe, stay on the fringes by being remarkable
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