Seth Godin examines how companies like Napster and Hotmail have successfully launched idea viruses - a customer-to-customer dialogue. He offers a recipe to creating your own idea virus and shows how businesses can use idea virus marketing to succeed in a world that doesn't want to hear from traditional marketeers anymore.
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About the Author
Seth Godin is Vice President, Direct Marketing, for Yahoo! He founded the phenomenally successful online marketing company Yoyodyne before selling it to Yahoo in 1998.
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Most Helpful Customer Reviews
17 of 17 people found the following review helpful
By Rory
Format:Paperback|Amazon Verified Purchase
Seth takes a whole book to tell you what you probably already know about "idea viruses" and the bits you didn't he could have told you in a few pages. It's not truely devoid of merit, it's just like many books of this sort, it doesn't tell you how to do something, which to be fair Godin says this much himself towards the end of the book, but it does give you those sparks... "Ah we could do something like that" or "We do have advocates who might be able to help".
The Idea Virus is guilty of rebranding other marketing ideas with cheesy new names, calling Advocates or Opinion Formers, Sneezers etc, but it is an easy to read book that does give some insight into why good ideas have worked.
It is not a book that for a few pounds investment will make you millions! - But it probably made him loads!
If you are studying business/marketing etc, then this book is great for providing "real world" examples.
A book of his that I'd really recommend is the Big Red Fez - which tells you how to make effective, marketing driven websites and it does tell you what to do.
5 of 5 people found the following review helpful
Format:Paperback
With the proliferation of advertising and marketing messages, your target customers are over communicated, tuned out, and tired of the latest promotion gimmick. Instead of sending even more direct mail, spamming with e-mail, or spending big money on advertising schedules, look into the power of the word of mouth and how to influence customers today. Seth Godin has got it right, and put forth a framework to understand the tremendous marketing power from employing 'sneezers' to spread the word about your product. This is a must read for any marketer in today's economy.
8 of 9 people found the following review helpful
By A Customer
Format:Hardcover
Another eye opener from Mr Godin. Ideavirus is the follow up to Permission Marketing although in many ways its the precurser. The book analyses how companies can go about gaining permission from customers. Its conclusion is that companies must learn to empower their customer's to do their work for them. Seth identifies methods and recites examples of companies such as Hotmail, ICQ, Bluemountain and Napster that have built huge audiences without the use of expensive branding campaigns but through the use of viral marketing. If you want to find out more about the future of marketing and how sneezers fit into your campaigns then is book is an essential purchase.
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Most Recent Customer Reviews
1.0 out of 5 stars
Highly Repetitive
Didn't know what to expect. My first godin's book. It's a "copycat" of Malcolm Glawell's The tipping point trying to make it a little bit more marketing looking. Read more
Published 19 months ago by Cesar Malacon
5.0 out of 5 stars
Market at a whole new level
This book, whilst not having any new ideas in, gave me incredible clarity in how marketing works today, what I've been doing all my life, and how to repeat it again and again to... Read more
Published on 10 April 2010 by Scott Gould
4.0 out of 5 stars
a exciting read and some very positive thinking
I'll start by saying out of all of Seth's books my favourite still remains 'Free Prize inside'. It was also the first book of his I read, so maybe that made a difference. Read more
Published on 28 May 2007 by C. Jenkins
5.0 out of 5 stars
Packed With Knowledge!
In Unleashing the Ideavirus, Seth Godin says your idea is contagious, like the flu. But hold on - he's not being insulting. Read more
Published on 22 Jun 2004 by Rolf Dobelli
5.0 out of 5 stars
Excellent Book
This is purely and simply and excellent book that manages to explain a difficult and topical subject by usind simple and effective use of terms of phrases. Read more
Published on 27 April 2002 by feedback@shopperfect.co.uk
4.0 out of 5 stars
The Missing Link
The recent bloodbath among online content peddlers and digital media proselytisers can be traced to two deadly sins. The first was to assume that traffic equals sales. Read more
Published on 28 Feb 2001
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