Is Seth Godin’s Marketing Approach Disrupting Kerin’s Traditional Marketing Philosophy?
Seth Godin’s This Is Marketing, and Roger A. Kerin’s Marketing: The Core both examine the concept of marketing, but from two very different perspectives. At their core, they each believe targeting the consumer is the most significant goal to achieve as a marketer, however, their means of achieving that goal are vastly different. This illustrates how marketing has universally accepted steps in place, but also a subjective idea that ultimately differs from one product to the next.
In This Is Marketing, one of Godin’s most intelligible quotes is, “It doesn’t make any sense to make a key and then run around looking for a lock to open. The only productive solution is to find a lock and then fashion a key” (Godin 5). In other words, the marketer must first define the consumer’s problem, then create a product that offers solutions to their problems. In essence, understanding the consumer on a personal level will allow the marketer to connect with them, thus, understanding their worldview and desires. This wholesome approach establishes trust between the two parties, which helps ensure consumer loyalty and devotion.
Kerin’s approach, on the other hand, is considerably more analytical than Godin’s. He believes in the concept of the “Four P’s”: product, price, promotion, and place. In order to establish these elements, the marketer uses “information technology, along with cutting-edge manufacturing and marketing processes” (Kerin 12). Using these technological tools, companies are able to define who their target audience is, while casting a much wider net than Godin’s approach. The process taken in this approach, from establishing the audience to releasing the product to the market, is a well-organized mechanism that is capable of registering unprecedented results.
When looking at these two philosophies, you can argue that Godin’s philosophy is disrupting Kerin’s traditional marketing strategies. Godin believes that marketing should not be waiting for the consumer to decide what they want or need, but rather telling the consumer what they need. He also says marketers should “create change” and “normalize new behaviors.” This is a completely different way of marketing that sets the tone of how to plan ahead towards a successful campaign. One of the appeals for Godin’s strategy would be the potential of gaining more organic “traffic” or consumers. Methods like an Ambassador Program, which has loyal customers promoting the brand, will establish an internal community, thus creating consumer retention. The “Tribe”, as he refers them to, are essential in establishing a marketing plan.
With the advancement of digital marketing, I think Godin’s philosophy could become a great disruptor to Kerin’s traditional ways because with the amount of information in this digital world, you need to be able to stand out and connect with an individual in order to be noticed. Creative content needs to be strong in order to reach across digital social channels, which is inherently vital in Godin’s approach. I personally think both philosophies are critical in their own way. Godin’s strength is on the creative side, while Kerin’s strength is on the tactical side. However, I do believe Godin’s can become a significant disruptor to traditional marketing for years to come.
