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SmartIdea: Seth Godin's 'Meatball Sundae' and The Key to Online Marketing Success
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By Rich Karpinski

Seth Godin is one of the best thinkers and writers on online marketing issues -- his don't-miss books including Permission Marketing, Unleashing the Ideavirus, Purple Cow and Free Prize Inside.

He's got a new book coming out soon -- Meatball Sundae -- and he's excerpting it and highlighting the key ideas on his blog.




The key concept: new marketing ideas will ultimately fail if your business doesn't re-align itself to take advantage and fully become a part of this new, more customer-centric environment:

People treat the New Marketing like a kid with a twenty-dollar bill at an ice cream parlor. They keep wanting to add more stuff—more candy bits and sprinkles and cream and cherries. The dream is simple: “If we can just add enough of [today’s hot topping], everything will take care of itself.”

Most of the time, despite all the hype, organizations fail when they try to use this scattershot approach. They fail to get buzz or traffic or noise or sales. Organizations don’t fail because the Web and the New Marketing don’t work. They fail because the Web and the New Marketing work only when applied to the right organization. New Media makes a promise to the consumer. If the organization is unable to keep that promise, then it fails.


Check out Godin's first blog post on the new book and follow his blog for some of the best writing on new marketing ideas on the Web today.


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