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HOME > ENTREVISTAS > SETH GODIN CONTA COMO MISTURAR O NOVO E VELHO MARKETING
Uma das estrelas do Digital Age, onde fará uma videoconferência exclusiva no dia 01 de outubro, em São Paulo, Godin concedeu essa entrevista. Confira os principais trechos.
Link Original: http://idgnow.uol.com.br/internet/ideia20/archive/2008/09/04/seth-godin-conta-como-misturar-o-novo-e-velho-marketing/
O nome de seu novo livro é "Sundae de almôndega: seu marketing está fora de sintonia?" (“Meatball Sundae: is your marketing out of sync?”) O que é exatamente um sundae de almôndega?
Seth Godin: Um sundae de almôndega é um resultado infeliz da mistura de duas boas idéias. As almôndegas são a fundação, as coisas das quais precisamos (e algumas vezes queremos). Elas são os commodities sobre os quais muitos negócios são construídos. As coberturas do sundae (calda quente e coisas do tipo) são o novo marketing, as redes sociais, o Google, os blogs e coisas atrativas que tornam as pessoas empolgadas. O desafio que a maioria das organizações enfrenta: eles tentam misturar os dois. Eles procuram colocar o novo marketing em cima do antigo e acabam com nada mais do que um site malsucedido.
Assisti a um vídeo onde você diz que "Idéias que se espalham vencem". Agora, no "Sundae de Almôndegas" você escreveu que "Idéias disseminadas por meio de grupos de pessoas são mais poderosas do que idéias que partem de um indivíduo". Seria esta a diferença entre o novo e o velho marketing?
Godin: O velho marketing usa dinheiro para divulgar idéias. Ele nos incomoda. Ele compra anúncios. O novo marketing usa tribos para espalhar idéias. E idéias que valem a pena são disseminadas diretamente de uma pessoa para a outra.
Você aponta muitas diferenças entre o velho e o novo marketing em seu livro. Uma delas é lançar e aprender. Esta cultura do beta, das empresas de web 2.0, se aplica ao marketing?
Godin: O velho marketing precisa de grandes investimentos. Obviamente você não pode gastar muito em publicidade se não sabe se vai funcionar. O novo marketing requer grandes idéias. Então você precisa lançá-las primeiro para descobrir qual delas é realmente grande!
Você acredita que as redes sociais são lugares seguros para as marcas? Como as marcas devem lidar com esses ambientes?
Godin: Marcas são as experiências, as expectativas e as memórias que nós temos das organizações, não um logo ou um monte de anúncios. Se você quer segurança, prepare-se para definhar. As redes sociais são lugares ruins para incluir anúncios em geral, e as novas marcas representam os símbolos dos líderes, não dos spammers.
Você pode nos dar exemplos de companhias que estão fazendo um bom trabalho com o novo marketing?
Godin: Gosto do 37signals e do Barack Obama, pegando dois bons exemplos.
Seu próximo livro, que será lançado em outubro, se chama "Tribes: We Need You to Lead us". Você pode nos contar um pouco do que se trata este novo trabalho?
Godin: A administração de uma tribo é uma forma totalmente diferente de olhar o mundo. Ela começa com permissão e com o conceito de que o bem que a maioria das empresas pode construir não é uma marca amorfa, mas de fato o privilégio de fornecer de forma antecipada, pessoal e relevante, mensagens para às pessoas que desejam recebê-las.
Adiciona-se a isto, o fato de que o que as pessoas realmente querem é a possibilidade de se conectar umas com as outras, não com companhias. Então a permissão é usada para construir uma tribo, para construir pessoas que querem saber mais da empresa porque isso as ajuda a se conectar, dá a elas uma história para contar e algo para falar.
Por que você não aceita comentários em seu blog?
Godin: Acho que os comentários são sensacionais, e eles são a atração principal para alguns blogs e blogueiros. Não para mim. Primeiro, me sinto compelido a esclarecer ou a responder cada objeção ou argumento falho. Segundo, isso consome muito do meu tempo só de pensar nelas, imagine resolvê-las. E finalmente, e mais importante para você, isso muda permanentemente a forma como escrevo. Em vez de escrever para todos, me pego escrevendo já antecipando os comentários. Então, diante da escolha entre um blog com comentários e um blog sem comentário nenhum, acho que devo escolher a última opção.
O consumidor está no controle. Mas as marcas gostam de controlar. É possível fazer isso no mundo conectado?
Godin: Esqueça. Se você quer controle e precisa de atenção, está no caminho do sundae de almôndegas.
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