Many traditional companies don't know how to integrate the tools of Web 2.0, which include blogs, LinkedIn, YouTube, web conferencing, Facebook and everything else. When traditional companies and Web 2.0 mix, the results usually aren't good: you get a meatball sundae. (Yuck.)
A meatball sundae has two parts. The meatballs are the average services or commodities used by the average company or consumer.
Meatballs, if you will, have sold very well through traditional marketing methods like advertising and direct mail. The sundae elements - the whipped cream and cherry-on-top - are the marketing tools of Web 2.0.
So, how does a tradition company leverage the tools of Web 2.0?
Many technology experts recommend diving in and trying everything. That advice is wrong. The scattershot approach doesn't work.
The key realization is that New Marketing - whipped cream and a cherry on top - isn't magical in itself. What's magical is what happens when an organization uses the New Marketing to become something it didn't used to be - it's not just the marketing that's transformed, but the entire organization.
Based on Seth Godin's latest best selling book Meatball Sundae: Is Your Marketing Out Of Sync?, this webinar, will teach you:
- Why Web 2.0 is our time's industrial revolution
- How to capture extremely short attention spans amid the marketing clutter
- Why authentic stories are essential to your marketing
- Who the new gatekeepers are that may stop your messages from being heard
- And much more
About the Presenter
Seth Godin is author of nine books that have been bestsellers around the world and changed the way people think about marketing, change and work. His books have been translated into more than 20 languages, and his ebooks are among the most popular ever published.
He is responsible for many words in the marketer's vocabulary, including permission marketing, ideaviruses, purple cows, the dip and sneezers. His irrepressible speaking style and no-holds-barred blog have helped him create a large following around the world.
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Presenter: Seth Godin
This webinar was broadcast on March 27, 2008
Duration: 90 minutes, including a 30-minute question and answer session
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