Permission Marketing: Turning Strangers Into Friends And Friends Into Customers
Simon and Schuster, 11/12/2012 - 256 من الصفحات
Whether it is the TV commercial that breaks into our favourite programme or the telemarketing phone call that disrupts a family meal, traditional advertising is based on the hope of snaring 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 voluntarily accept advertising. Now the Internet pioneer who has dramatically improved marketing effectiveness in media introduces a fundamentally different way of thinking about advertising products and services. By reaching out to only those individuals who have expressed 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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ONE The Marketing Crisis That Money Wont Solve
TWO Permission MarketingThe Way to Make Advertising Work
THREE The Evolution of Mass Advertising
FIVE How Frequency Builds Trust and Permission Facilitates
SIX The Five Levels of Permission
SEVEN Working with Permission as a Commodity
EIGHT Everything You Know About Marketing on the Web
NINE Permission Marketing in the Context of the
TEN Case Studies
ELEVEN How to Evaluate a Permission Marketing Program
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عبارات ومصطلحات مألوفة
AAdvantage advertising Airlines Amazon Amazon.com American Airlines American Express anticipated asset audience banners brand trust build clutter Columbia Record commercial consumer consumer’s cost create Crisco CyberGold database deliver dialogue direct mail direct marketing dollars earn email address example focus focused frequency frequent flier give H&R Block huge increase interaction Internet Interruption Marketing investment Jennicam L. L. Bean level of permission leverages the permission longterm magazine marketing campaign marketing messages mass marketing million offer once onetoone marketing optin Palm Pilot pay attention percent permission base Permission Marketing profitable promotion prospects purchase relationship relevant response rate reward sell SETH GODIN someone spam spend strangers targeted techniques there’s they’re users Value America What’s Yahoo you’re Yoyodyne