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Razgovor sa Seth Godinom

Seth Godin je svjetski priznati stručnjak na polju marketinga i osoba koja se proslavila svojim knjigama od kojih su neke objavljene i kod nas. 1995 godine osnovao je jednu od prvih internet marketing kompanija koju je nekoliko godina kasnije prodao Yahoou. Seth je također i autor vrlo popularnog bloga kojeg pratim duže vremena i prije nekoliko dana palo mi je na pamet da mu postavim nekoliko pitanja.

What is your reason to blog? You do not keep it as your diary, you do not advertise. Do you see your blog as a service to the community, use it as a contact to your customers, self-promotional tool, or is there more subliminal message buried somewhere?

Purple cow / Plava Krava by Seth GodinI blog because it’s important to me to spread my ideas. I get satisfaction out of watching them go out there, morph, evolve and in a little way, change the world.

Internet is changing the way we communicate; even the fact that we are conducting this email interview is a proof of internet_miracle. Where it leads? Are we going to be more and more empowered and every interaction between salesman (or large company marketing office) will be tailor made to our particular preferences? Are we rapidly moving away from one_to_many marketing messaging?

I don’t think one too many is going to go away soon, but I do think organizations must become more permeable, more open to individual
interactions. And it’s clear that the power of many to many conversations is awesome.

Joe Trippi (Howard dean campaign manager), wrote that internet is finally returning democracy back to the voters and that you once again have a chance to say something. Is this limited to politics only, or just about anything else?

Politics is fighting this idea very very hard. I think companies that make a profit are far more open to this idea.

Talking about politics, there is campaign underway for US midterm elections; what is the role of internet and that campaign, and have they (politicians) finally learned on how to use internet to spread their agenda? Have they figured out that they are commodity on the market just like a carton of milk and they have to fight for their sales pitch? How would you, as a marketing “guru” rate their efforts?

I give them a 2 out of 10. Politicians are totally stuck in an old model, and will be until someone succeeds. It’s different than a corporation, where any profit is a good profit. Politicians will resist until someone actually wins!

While web2.0 is all about networking and interaction, people from smaller countries, especially those who speak one of the “smaller” languages can be easily lost in the forest of English delicious links, digg stories. So we have clear need of country/language specific services, but the mass of people using this service is not large enough to sustain its operation. How do you see our problem (or opportunity in disguise)?

Most of the English language sites don’t make any money, and copying what works and moving it into your language should be fast or cheap. I think you should either do that or switch to English!! There are very few barriers in webland.

Seth GodinSame problem like above on search engines; what if I make interview with Seth Godin, and no one in Croatia can learn about it simply because my page is buried below hundreds of other suggestions? Do you think that maybe we have to develop different tools, or do we simply have to find alternate way to spread our message?

If I spoke another language, I’d train Google to only search on that language. It should work, no? But yes, there’s no question that English is dominating. It makes sense that a given market has a standard language… but now the market is the world.

You mentioned quite a number of times long tail. What happens if our whole country is one large long tail? What if our market is small and fragmented, and yet same market forces are at play just like in US?

You can’t have a long tail without a short head. It doesn’t work. So there’s always a short head, but maybe not as big as you would like it to be.

What is in and what is out in marketing industry? In Croatia, TV ads are majority of all spending, then you follow with daily newspapers, a little bit of magazines and internet is proudly trailing behind everything else. Where is US today on this issue and in which direction do you think focus moves?

I think that around the world, word of mouth is resurging and TV is getting more and more expensive in return for what you get. It’ll happen there, it is just a matter of time.

What is your marketing weapon of choice? What do you do to promote squidoo?

Word of mouth! Make great stuff that is friendly to word of mouth. Amplify the ideas and words of your big fans. Flip the funnel and let the word spread. That’s what I preach and what I do.

Squidoo is a fresh startup; what do you think of it and what is its full potential? What is the point where you sell the company?

We have no plans to sell it. There are four of us and we’re very focused on making it a self-sustaining engine of philanthropy.

Last one is just your entrepreneurial view of the company, how to develop it and how do you recognize the day when to sell it; in Croatia when you make company you are basically expected to keep it until you retire?

I think that if there isn’t a culture of buying companies from restless entrepreneurs, there soon will be, if only because someone can be very rich if they pay less and earn more over time!

And finally; your message to the readers of blog?

Don’t wait for permission. Go do something. Hurry.