Permission Marketing: Turning Strangers Into Friends And Friends Into CustomersThe man Business Week calls "the ultimate entrepreneur for the Information Age" explains "Permission Marketing"—the groundbreaking concept that enables marketers to shape their message so that consumers will willingly accept it. Whether it is the TV commercial that breaks into our favorite program, or the telemarketing phone call that disrupts a family dinner, traditional advertising is based on the hope of snatching our attention away from whatever we are doing. Seth Godin calls this Interruption Marketing, and, as companies are discovering, it no longer works. Instead of annoying potential customers by interrupting their most coveted commodity—time—Permission Marketing offers consumers incentives to accept advertising voluntarily. Now this Internet pioneer introduces a fundamentally different way of thinking about advertising products and services. By reaching out only to those individuals who have signaled an interest in learning more about a product, Permission Marketing enables companies to develop long-term relationships with customers, create trust, build brand awareness—and greatly improve the chances of making a sale. |
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Permission Marketing: Turning Strangers Into Friends And Friends Into Customers Seth Godin No preview available - 1999 |
Permission Marketing: Turning Strangers Into Friends And Friends Into Customers Seth Godin No preview available - 1999 |
Common terms and phrases
AAdvantage advertising Airlines Amazon Amazon.com American Express asset audience banners brand trust build clutter consumer consumer’s cost create Crisco CyberGold deliver dialogue direct mail direct marketing dollars Don Peppers e-mail e-mail address earn example focus focused frequency frequent flier give H&R Block huge increase interaction Internet Interruption Marketing invest Jennicam keters L. L. Bean level of permission leverages the permission magazine marketing campaign marketing messages mass market million mission offer one-to-one marketing Palm Pilot pay attention percent permis permission base Permission Marketing profitable promotion prospects purchase relevant response rate reward sell SETH GODIN sion someone spam spend strangers sumer target techniques there’s they’re tion tomers users Value America What’s Yahoo you’re Yoyodyne
Popular passages
Page 25 - For ninety years marketers have relied on one form of advertising almost exclusively. I call it Interruption Marketing. Interruption, because the key to each and every ad is to interrupt what the viewers are doing in order to get them to think about something else.
References to this book
Customer Relationship Management: Concepts and Tools, Volume 13 Francis Buttle No preview available - 2004 |