Godin v. Kerin: Disrupting and Destroying the Traditional Approach to Marketing
Seth Godin, a famous author, entrepreneur, and marketing guru has transformed the world of marketing that exists today. In one of his bestselling books, “This is Marketing,” Godin conveys his idea of how the future of marketing should look.
He makes very compelling points that address how a company should find the smallest viable market, create from them a loyal tribe, and then tell a story that will speak to them on a personal level.
Godin is often quoted saying, “Don’t find customers for your products, find products for your customers.”
This ideology was an extreme disruption to the traditional methods of marketing that were established by older, more outdated marketing experts, such as Roger A Kerin. In Kerin’s publication, one can find an old-fashioned way of selling to customers and “convincing” customers to buy your products. Specifically, Kerin believes strongly in the formulaic procedure of marketing; following the process like it is a science. This is because Kerin views marketing as a tool to communicate value to a customer, the focus not being on developing the correct brand but, rather, finding the right customers, and selling them on the benefit of your product.
Whilst Kerin’s idealogy has proven successful in many organizations until today, the innovative and forward-thinking companies have shifted to using Godin’s approach, which is more connective and compelling to customers. In an age where ad-blockers and the skip button exist, it is crucial that companies don’t shove their message down their customer’s throats. Rather, they need to tell a story to those who are interested and curious to listen — this is permission marketing.
Permission marketing was pioneered and established by Godin, which entails that marketing is the experience of telling a personal, relevant, and anticipated story to those open to hearing it.
This approach is in contrast to interruption marketing, which focuses on promoting a product through continued advertising, promotions, and sales. This version is considered to be annoying and offputting to customers in today’s society, which is why permission marketing is the popular choice today.
As such, it is clear how Godin’s approach to marketing is more appealing to both the companies and the customers.
With permission marketing, the company can feel secure in remaining true to their brand without needing to change on the basis of individuals to whom they aren't trying to market. Their products will speak to their smallest viable market and will thus inherently attract like-minded individuals who will become their loyal tribe. The product doesn't need to be thrown in anyone’s face, and the marketing doesn't need to be offensive and intrusive. Instead, it can be empathetic and meaningful.
As we change to real-time marketing in the world, Godin’s approach to marketing is the clear winner. Consumers have every piece of information at their fingertips and have the ability to compare every single product with just a few quick taps on their phones. The purpose of marketing today is to listen to the wants, needs, dreams, and hopes of the consumer and to provide them with a story in which their desires come to life.
