New Marketing Takes New Dedication
Seth Godin is going to post a thought piece every Monday from his upcoming book Meatball Sundae.
First, great way to get people interested in your new material – nice work Seth.
He starts with his premise about how most companies look at New Marketing as a something to "try", or they truly embrace it and what they find out is that it changes their organization. It takes a certain kind of organizational culture to be successful. This is true in our experience – success depends on a true embrace of the conversational opportunities New Marketing brings.
The successful organizations show three New Marketing traits:
1. Take criticism – if you don't others to hear the bad, there will be no good.
2. Respond quickly – get the lawyers out of the room.
3. Integrate – don't put New Marketing out on an Island. Bring it into the overall marketing mix.
New Marketing is not a program to throw the newbie in the organization at. Get your sharpest most interested players and give them the leeway to make decisions, and give the program the appropriate funding needed to be successful. Use the constructs you are familiar with in the offline world and drive visibility for your New Marketing efforts.
BrandonSings:
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