Seth Godin and his impact on modern marketing practices Research Paper

Seth Godin and his impact on modern marketing practices - Research Paper Example In fact, Godin has introduced the concept that marketing can play two key roles – in addition to its existing functions worldwide. It is explained that marketing can be used in order to sell products/ services to people of quite low income – reference is made to the markets of the emerging countries where the average level of income is quite low, compared to the developed countries (Fawkes 2010). It is further emphasized that the exclusive use of marketing in developed countries cannot be considered as acceptable leading to the promotion of social exclusion and discrimination. Instead, marketing should be also used in emerging economies for promoting products that are aligned with local needs. Another characteristic of the views of Godin on marketing is the following one: Godin believes that marketing is not just a business activity; rather it is a framework that can ‘change the world’ (Fawkes 2010). This target is achieved, in accordance with Godin, in the following way: by improving the quality of products sold, entrepreneurs increase their chances for success; if the products offered in the market are of good quality, consumers are more likely to buy them developing a trend based on the increase of quality/demand, as a characteristic of modern market. The existing practice of low price/ low quality products would be then eliminated changing market values and trends. At the next level, Godin supports that the individual who wishes to develop his career in marketing should start working on the specific field independently; then, he can try to enter a firm that operates in the particular sector; as Godin states ‘if you get great at it, you’ll discover jobs find you’ (Sakas 2010). Also, Godin considers marketing as a responsibility, and not as a right... To the question of Rachelle Money how his involvement in marketing is explained, Godin refers to one of his key characteristics: he ‘enjoys watching his ideas spread’ (Money 2008). It is perhaps in this context that Godin has tried, successfully, to develop terms that represent key marketing functions and characteristics. Through the issues highlighted above it is made clear that the success of Godin in the area of marketing can be considered as resulted because of the interaction of many different factors: personal views, experiences and knowledge. In accordance with the issues discussed above, the main difference between Godin and the supporters of the traditional marketing theorists are their views on the role of consumer in the success of a marketing campaign. As Godin highlighted, the success of each marketing strategy is depended on its ability to address the needs of consumer – a fact that should be made clear to the customer, not just hypothesized. The success of Godin in the particular field is related with a series of facts: a) the level of his knowledge on marketing – Godin holds a Stanford MBA, b) his long term experience in marketing – referring to his work as ‘a marketing director of Whole Food Market and vice-president of the direct marketing department in Yahoo’ (Business Week 2008), c) his innovative ideas on marketing, as explained above, which have introduced the following trend: marketing campaigns are aligned with the preferences of customers and not with the need of busine sses for improving their performance. Moreover, Godin has helped towards the improvement of existing marketing concepts; indeed, the views of Godin, as reflected in his Permission Marketing concept, has been the basis for the update of common marketing policies, like the e-mail marketing and the content marketing, in the context described above.