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 “idea-virus”, and cheerfully eggs marketers on to create an environment where their ideas can replicate and spread.
In “Unleashing The Virus”, Godin looks at the ways companies such as PayPal, Hotmail, GeoCities, even Volkswagen have successfully launched “idea-viruses”. He offers a "recipe" for creating your own idea-virus, identifies the key factors in the successful spread of an idea-virus (powerful sneezers, hives, a clear vector, a smooth, friction-free transmission), and shows how any business, large or small, can use idea-virus marketing to succeed in a world that just doesn't want to hear it anymore from the traditional marketers. "The future belongs to marketers who establish a foundation and process where interested people can market to each other," Godin writes. "Ignite consumer networks and then get out of the way and let them talk."
In all, an infectious and highly recommended read to anyone who is in marketing or running a business, especially if you want to learn the power of Viral Marketing.
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