Disruptive Marketing Philosophies: How Seth Godin Contradicts Traditional Marketing

In his book “This is Marketing,” Seth Godin gives readers insight into the world of Marketing from his perspective as one of the most successful marketers in the field. He makes it seem as though anyone can be a marketer and even argues that people use marketing in their daily lives without even realizing it.

Godin’s philosophy on marketing is all about helping people become the best versions of themselves and tap into their deepest desires. This sounds relatively simple in comparison to Roger Kerin’s philosophy in his textbook “Marketing: The Core,” which he describes as “the activity, set of instructions, and process for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large.” Kerin’s philosophy on Marketing is that it is a science that has a process and procedures that if followed, can be very successful in marketing a brand. This way of thinking is much more formal and business-oriented and Godin’s philosophy makes marketing seem much more like an art form.

‘Good enough’ stopped being good enough a long time ago, so why not be great?

— Seth Godin

Kerin’s beliefs align more closely with ‘traditional’ marketing methods that include taking a product and finding a target audience to sell it through advertising and distribution. According to Godin, this doesn't work as well in marketing anymore because of how saturated the market is and how calloused society has become to traditional advertising. We consume differently now and Godin explains that companies need to spend more time innovating and developing superior products to stand out amongst the sea of competition.

Godin describes advertising as an “optional engine for growth” stating that media companies and telecommunication firms all make money selling attention for companies that purchase advertisements with them. He claims that this type of attention is not earned since it can be ‘bought’ and therefore these types of advertisements are “simply semiotic noise.”

You can buy an ad in a magazine, in an online network, or with a stamp. In all three cases, you’ll be able to reach/interrupt/educate/engage with all the people the intermediary promised. Anyone with a stamp can send a letter.

— Godin, Seth. This Is Marketing (p. 167). Penguin Publishing Group. Kindle Edition.

Godin’s philosophies on marketing have changed the way marketers operate and have opened up a new thought process that encourages marketers to shift a culture by identifying the smallest viable audience for a product and focusing all of their energy on building a story that will “resonate with the culture [they] are seeking to change.” The smallest viable audience is the people who Godin says will “understand and fall in love with you.” If these people are served and are satisfied and thrilled with the product you are selling, then the effects of your product will ripple and attract a larger audience through word of mouth.