Unleashing the Ideavirus: Stop Marketing AT People! Turn Your Ideas into Epidemics by Helping Your Customers Do the Marketing thing for You. (Paperback)

Unleashing the Ideavirus: Stop Marketing AT People! Turn Your Ideas into Epidemics by Helping Your Customers Do the Marketing thing for You. (Paperback)

Oleh: Seth Godin
ISBN: 0786887176
Rilis: 2001
Halaman: 240
Penerbit: Hachette Books
Bahasa: Inggris

Sinopsis

The book that sparked a marketing revolution.

“This is a subversive book. It says that the marketer is not–and ought not to be–at the center of successful marketing. The customer should be. Are you ready for that?” –From the Foreword by Malcolm Gladwell, author of The Tipping Point.

Counter to traditional marketing wisdom, which tries to count, measure, and manipulate the spread of information, Seth Godin argues that the information can spread most effectively from customer to customer, rather than from business to customer. Godin calls this powerful customer-to- customer dialogue the ideavirus, and cheerfully eggs marketers on to create an environment where their ideas can replicate and spread.

In lively detail, Godin looks at the ways companies such as PayPal, Hotmail, GeoCities, even Volkswagen have successfully launched ideaviruses. He offers a “recipe” for creating your own ideavirus, identifies the key factors in the successful spread of an ideavirus (powerful sneezers, hives, a clear vector, a smooth, friction-free transmission), and shows how any business, large or small, can use ideavirus marketing to succeed in a world that just doesn’t want to hear it anymore from the traditional marketers.

Review

The Ideavirus adalah buku tentang pemasaran. Meskipun sudah lama diterbitkan, gagasannya masih relevan hingga saat ini Seperti free economy (ekonomi gratis,) The Ideavirus atau virus ide menyarankan media gratis sebagai saluran dan menganggap pemasaran tradisional sudah tidak lagi efektif.

Jika pemasaran tradisional mengandalkan penyebaran informasi dari bisnis ke konsumen, virus ide mengandalkan konsumen ke konsumen (bukan viral marketing.) Meskipun sudah ada gagasan lebih baru yang berbasis komunitas, virus ide tetap tidak kalah penting. Bahkan bisa dikombinasikan agar lebih efektif.

Ada anggapan bahwa apa yang cepat naik pasti cepat turun juga. Buku ini menyangkal anggapan tersebut sekaligus menawarkan solusi agar popularitas bisa bertahan lama.

Buku ini tidak terlalu teoretis karena langkah – langkah pelaksanaan virus ide dijelaskan cukup gamblang. Penjelasannya simple. Namun seperti kata Warren Buffet, “simple but not easy.” Dibutuhkan kreatifitas, pengalaman, dan pengetahuan untuk mengembangkan virus ide.

Ini adalah buku wajib bagi para praktisi dan pemerhati pemasaran. Buku ini juga tetap bisa dinikmati kalangan non-pemasaran.

Sumber resensi

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