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12.04.07
SES Chicago: Trending With Seth Godin
 By
David A. Utter
Keynote speaker Seth Godin dispensed marketing wisdom for his morning audience, and cited fourteen trends to watch as search marketers work the Internet.
SES Chicago returns, and WebProNews is on hand to bring you reports and videos from the Windy City. Enjoy our coverage this week.
They came for the advance copy of Seth Godin's new book, Meatball Sundae, and stayed for the keynote.
He opened by citing the history behind Josiah Wedgwood, a potter who Godin considered the person who created marketing when he opened a showroom in London for his pottery in the 18th Century. A 2004 book on Wedgwood called him "the first tycoon."
Wedgwood layered sales and marketing on top of manufacturing; Godin said manufacturing is the heart of business, and that is where marketing
opportunity can be found.
Godin also presented fourteen trends he considers current and important:
Direct Communication between business and consumers.
Consumers are louder than ever.
Authentic stories
Speed
The new marketplace
Outsourcing. If your job can be reduced to a manual
then someone else will be able to take your place for less.
Google has taken the world and sliced it into pieces.
Infinite channels of communications
People have changed what they care about.
Triumph of big ideas
Who vs. How many?
The rich are different than the rich used to be.
New Gatekeepers
Scarcity and ubiquity and what happens in the middle.
These various concepts impact the search marketer, as well as everyone doing business today. It's also a metaphor for Godin's "sundae," in that it's really big, with plenty out there (in the form of opportunity) for those who want it.
WebProNews Internet reporter/anchor Kara Ratliff contributed to this report.
About the Author:
David Utter is a staff writer for WebProNews covering technology and business.
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