This is Marketing book summary

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Book Summary - This is Marketing by Seth Godin

In This Is Marketing, Seth Godin argues that we need a more philosophical approach to marketing. To do marketing well, Godin recommends identifying the smallest “viable product”, identifying your goals, gaining “permission to engage” and telling the right story.

Today, marketing and advertising are not the same. Before marketers primarily used commercials on television and radio, billboards and print advertisements to gain people's attention. Traditional advertising no longer makes sense, especially with the Internet, which is fragmented because of the many channels such as curated Youtube feeds. Online advertising is usually ignored because there is too much of it. Many companies use SEO to market their products but it’s hard to get SEO right and most Google searches yield many pages of results. That is why a different approach, where the marketer needs to learn how to create engaged customers, to marketing is...

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The Internet was a game-changer. Marketing can no longer rely on advertising alone. Effective marketing should focus on a small group of viable people, identify their needs and desires, build a product that satisfies these needs, and tell a story that invigorates a fan base willing to spread the word. The best marketing speaks to the narratives your audience tells themselves about status and affiliation. To create something worth buying, choose an underlying human desire, and satisfy it. Be mindful of tensions and network effects to help your product gain traction.

About the Author

Seth Godin is an American author and dot com, business executive. He is the founder of Seth Godin Productions, a book packaging business, which he sold to his employees to focus on his next startup. He and Mark Hurst then founded Yoyodyne, where he promoted the concept of permission marketing. He sold Yoyodyne to Yahoo for about $30 million and became Yahoo’s vice president of direct marketing. In 2006, he launched Squidoo, one of the 500 most visited sites in the world. He eventually sold Squidoo to HubPages. He graduated from Tufts University and Stanford.

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This is Marketing