Permission Marketing : Turning Strangers Into Friends, and Friends into Customers
Seth Godin, Don Peppers
Description and Reviews
From The Publisher:
Seth Godin, vice president of direct marketing at Yahoo!, argues that advertising is no longer the most effective way to reach and retain customers. His advice? "Permission marketing" — a strategy that has proved successful for such companies as Bell Atlantic, American Airlines, and American Express. In his enlightening and entertaining book, Godin details how to market only to those who volunteer for it, involving them in an interactive marketing campaign.
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.
About the Author
Seth Godin is a contributing editor to Fast Company magazine, and author of the most popular ebook in history, Unleashing the Ideavirus, as well as The Big Red Fez -- an eBook #1 bestseller for over sixteen weeks -- and Permission Marketing, a New York Times business bestseller.
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