Jessica L. Owens

I was reading Unleashing the Ideavirus by Seth Godin yesturday and I started to think about the future of marketing and how we interact in a time when there is more content available than ever before. Seth talks a lot about how there are more and more competitors and the need to infest the “hives” with “ideavirus” in order to be successful.
As the world comes together on the internet, content grows drastically. We’ve only been in this era for a short period of time but we are already bombarded with more information than any of our previous generations could fathom.
Many see a future where the internet connects the world and the people all become a unified “hive” as Seth would put it. But after reading about Seth’s “ideavirus” and the need to infect specific “hives,” I beg to differ. He clearly states that there is no way to infect everybody even if your product could impact everybody.
So as we enter an era with unlimited content, we have learned to aggregate content in a way that is focused to only our needs. As marketers, it is unbelievably essential to understand this. As our world starts to evolve electronically, everyone will be segmented into hives. Marketers will have more success by focusing on hives and understanding the targeted hive instead of the traditional mass media.