Seth Godin’s keynote at Search Engine Strategies in Chicago challenged marketing folk to think outside the traitional box. His new book Meatball Sundaes examines the trends that are changing the way we have to do business and why old thinking doesn’t work in the new medium.

I had the opportunity to speak with Seth before his keynote and asked him how his 14 trends affect PR.

“The main challenge for PR is that the Internet has made the model of pitching the media redundant,” says Seth.  “The best PR people are those who are counsellors to their clients, not publicity hounds. The way to win now is to represent the new media to your clients, not the other way round.”

Seth started his keynote with a short history lesson on marketing with the story of Josiah Wedgewood. Wedgewood created a factory, trained apprentices and created specialists in functions of pottery.  He built a canal next to his factory so he could ship goods all over the world. He was smart enough to see how he could use new ideas and change his operation to take advantage of those new ideas.

Companies need to do the same now.  How come Yellow Pages did not make the biggest and best search engine?  Why do we not search Sotherby’s site for things we want to purchase on an auction?  Why did TV Guide not make the first online video site?  Why did AOL not make the best online social networking site.  It could have been AOLBook. Companies are so mired down in their old thinking they can’t see the wood for the trees, suggests Seth.

His advice:  There are opportunities created by the new medium. But don’t try to put whipped cream on your old production and business methods. Change the way you do business to fit the way your customers are interacting and their needs and wants.  When you service the customer you will win.

 One attendee who workd for a scuba diving certification company asked if they should use Second Life to promote their diving courses.  No, said Seth.  Create a community for people interested in diving and offer them tours, cruises, info on the best diving places and oh by the way, to do this you need to be certified. 

Here are the 14 trends (and one new bonus one that is not in the book)

1.You can (and should) have direct communication with your customers.

2. Customers have the power of voice and they are using it.

3. Authentic stories work. To get attention you have to have an authentic story to tell.

4. The Internet has increased the speed of conmunication and delivery.  You have to adapt and move fast.

5. The Long Tail – we now have infinite choices online.  Figure out a way to take advantage of the long tail.

6. Outsourcing is growing by leaps and bounds.  If they can outsource they will.

7. Spam – too much clutter makes it harder to be heard.  Interruption marketing does not work anymore.

8. Everything is sliced and diced.

9. Customers are talking to customers – it’s CtoC. You have to tap into the relationships.

10.  The flip of scarcity and abundance.  What was scarce is now abundant and vice versa. 

11. Big Ideas spread fast

12. The New Rich – it’s impossible to tell who has the money. Think back to the 1920’s and the rich were easy to identify.  Now there are rich popele in all walks of life.  People buy high end fishing rods and designer jeans and pricey TV sets.  Find the rich in your sector.

13. The question is no longer How Many did we reach?  It’s Who and Why are they here? Find and make relationships with the people who can deliver the exact right audience.

14. Gatekeepers. Some have gone away and new media has created new ones.

Bonus trend:  Scarcity/Ubiquity and the dangerous middle ground.

People are willing to pay for the scarce and they recognize that this is an event or a personal interaction.  When it’s available everywhere it has to be low cost or free.

Seth feels that many PR people are not yet embracing these new trends, yet they are having a profound impact on our world. Read the book and start introducing these ideas at your 2008 strategy meetings.