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Title details for Permission Marketing by Seth Godin - Available

Permission Marketing

Turning Strangers into Friends, and Friends into Customers

by Seth Godin
Seth Godin
Audiobook
1 of 1 copy available
Borrow Listen to a sample Listen to a sample
1 of 1 copy available
The 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.

  • Creators

  • Series

    A Gift for Marketers

  • Publisher

  • Release date

    August 1, 1999

  • Formats

    • OverDrive Listen audiobook

      • ISBN: 9780743519953
      • File size: 58204 KB
      • Duration: 02:01:15

  • Languages

    • English

  • Reviews

    • AudioFile Magazine
      The marketing vice president of YAHOO! explains that consumers have learned to ignore traditional media ads, which steal their attention by being placed in the midst of print or TV entertainment. In permission marketing, the consumer is invited, with incentives, to become engaged with the advertising message. This strategy produces a pool of consumers more likely to buy because they've agreed to their involvement, and it's less expensive than broadcasting to a wider indifferent audience. The author also has some astute ideas about ad economics and how to measure responses to ad campaigns. A fabulous account of some important marketing ideas. T.W. (c) AudioFile 2001, Portland, Maine
    • Publisher's Weekly

      August 2, 1999
      Godin, a business whiz kid who does direct marketing for Yahoo!, asks a provocative question: Does advertising work? He cites example after example of recent misguided campaigns, a "waste jamboree" of traditional ads aimed at consumers who no longer care. There's an "infoglut" out there, he says, of ads in myriad media whose only power is to "interrupt" people's lives. Godin's professional journey to his current status as a guru of online promotion began with his work for such industry bigs as Prodigy and AOL. Now, he specializes in direct-mail campaigns online, where he takes advantage of the interactive nature of the technology. Using traditional terms such as reach and frequency to define his efforts, he moves further, into the touchy-feely area of "permission marketing," his term for developing a personal relationship with consumers, where they actually enjoy receiving correspondence. On tape, Godin's message is winning because of his youthful attitude: self-assured, at times cocky, but always sensible. Based on the 1999 Simon & Schuster hardcover.

Formats

  • OverDrive Listen audiobook

subjects

Languages

  • English

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