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All Marketers Tell Stories

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Free Prize Inside

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Why the internet works (and doesn't) for your business. And vice versa.

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The latest book, Poke The Box is a call to action about the initiative you're taking - in your job or in your life, and Seth once again breaks the traditional publishing model by releasing it through The Domino Project.

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Survival is Not Enough

Seth's worst seller and personal favorite. Change. How it works (and doesn't).

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The Big Red Fez

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Tribes

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V Is For Vulnerable

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We Are All Weird

The end of mass and how you can succeed by delighting a niche.

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Whatcha Gonna Do With That Duck?

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« What are you hiring for? | Main | Expand the box »

Yet another frontier ruined

...by marketers.

Apparently, the gurus at Jupiter ("Flip a coin!") have issued a report about viral marketing. Micah points us to: Viral Campaigns Falling Short, Says JupiterResearch - 09/05/2007. The article says that the thrust of the report is that marketers are failing at viral campaigns because it only works 15% of the time, and that the most popular technique was "targeting influentials."

Excuse me... the most effective technique is making stuff worth talking about in the first place. True viral marketing happens not when the marketer plans for it or targets bloggers or skateboarders or pirates with goatees, but when the item/service/event is worth talking about.

There, now you don't have to buy a study to know what to do next. [I feel badly to be picking on a report I haven't even read. I hate it when people do that. I guess my knee jerk reaction occurred because marketers are always the first to look for a shortcut... and the shortcut is almost always the long way around. I apologize to the people who worked hard on the report, but here's my free alternative: Just make great stuff.]

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Listed below are links to weblogs that reference Yet another frontier ruined:

» Again Seth nails it, or why are so many trees obscured by the forest? from aMuse
If you're new here at aMuse, you may want to subscribe to my RSS feed. Thanks for visiting! And please, tell your friends! :)Ive always admired the virility of viral marketing, in so far as it relates to getting a good word about a good/great ... [Read More]

» Seth's Blog: Yet another frontier ruined from marginally subversive communication thoughts
From Seth Godin's blog on viral marketing campaigns in response to a finding by Jupiter Research that says that viral marketing is falling short of expectations of marketeers. Here's my take Seth and on this much-hyped and talked-about viral marketing ... [Read More]

» Viral Marketing Falling Short from Business Opportunities And Ideas
According to JupiterResearch who have just published a report on Viral Marketing only 15% of viral campaigns in the past year achieved the goal of prompting consumers to promote the marketers message. Their researcher also found that the most po... [Read More]

» 3 Triggers of Word of Mouth from Future Now's GrokDotCom Marketing Optimization Blog
Seth Godin gets to the heart of the matter after reading about how viral marketing works only 15% of the time according to JupiterResearch. He sums up word of mouth in 4 words Just make great stuff. Our own Holly Buchanan blogged about one... [Read More]

» What Everybody Ought to Know About ViralMarketing from Ben Rowe's Blog
This weeks Viral Marketing phenomenon is the Cadbury Gorilla. Except that it isnt. Its a funny video of a gorilla playing the drums along to Phil Collins. Who wouldnt want to pass it on? Its been posted to YouTube as ... [Read More]

» Great advice for online marketers from thinks
I couldnt agree with Seth Godin more. Focus on making your product or service great first and the viral bit will take care of itself. For instance, the Blendtec videos are incredibly viral. But, really, theyre just showing how effective t... [Read More]

» Targeting Influencers? Why? from Marketing Pop Culture
Seth Godin points us to a recently released Jupiter report that suggests thatmarketers are failing at viral campaigns because it only works 15% of the time, and that the most popular technique was targeting influentials.I've always been skeptical of co... [Read More]

« What are you hiring for? | Main | Expand the box »