It's those diamonds that offer the most value for small and medium-sized companies. With these diamonds, business owners will hopefully be able to see a new way of looking at technology. My challenge is: compress the millions of pounds of coal into ideas that bring direct value into businesses. Infinite complexity only confuses in-experienced Internet users the most.
We've already heard from Kathy Sierra and Doc Searls, now I'd like to introduce Seth Godin. I've been a long-time fan of Seth's and have learned a lot from him. I credit him with all of the research I've done on permission-based marketing.
Long-term value per engagement
In his latest blog post, Seth picks up a line of thinking that he has been promoting since "Unleashing the Idea Virus." Let me try to break down his basic thinking:
- Advertising is noise.
- ∞ ads is almost like no advertising (Click through rate CTR is close to 0)
In an infinite market space means that we are unable to predict:
- who are our customers (fans),
- where I will find them
- what products they will buy
- what are they're passions.
Our only hope as storytellers and brand managers, is to focus on:
- Perception: Are you perceived as an annoyance, an interruptor--or are you a valued sponsor, a trusted friend, someone who is making things better?
- Interaction: Are we focusing on maximizing our share of attention/customer? We've got to focus on giving more value than we're receiving. Share of attention will lead to a share of customer spending.
I'm very thankful for Seth's leadership over the years. To me he seems to be among a handful of writers who has a realistic grasp on what's happening in the early years of an infinite marketspace. Casual persuasion built upon a long term relationship based on trust is the only hope we have to break through people's bullshit filter.