Permission Marketing: Turning Strangers Into Friends And Friends Into CustomersSimon 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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... companies all over the globe will be embracing Permission Marketing. They will embrace it both as an offensive marketing weapon, to steal customers from their competitors, and as a defensive measure, to avoid the kind of commoditization ...
... companies all over the globe will be embracing Permission Marketing. They will embrace it both as an offensive marketing weapon, to steal customers from their competitors, and as a defensive measure, to avoid the kind of commoditization ...
الصفحة
... companies were spending millions of dollars to advertise a product on the network television coverage of the Olympics. Publishers with established brand-name authors had no idea which individuals were buying their books and had to start ...
... companies were spending millions of dollars to advertise a product on the network television coverage of the Olympics. Publishers with established brand-name authors had no idea which individuals were buying their books and had to start ...
الصفحة
... companies deal with advertising and a practitioner of how they might do it with more success . I've watched with amusement as Excite ran million - dollar campaigns on Seinfeld - overpromoting a product before its time - and I've watched ...
... companies deal with advertising and a practitioner of how they might do it with more success . I've watched with amusement as Excite ran million - dollar campaigns on Seinfeld - overpromoting a product before its time - and I've watched ...
الصفحة
... companies were doing , or were about to do . I'd gone from spending oodles of money in traditional advertising to building something completely different , vastly more efficient , and measurably more effective . We'd honed the idea of ...
... companies were doing , or were about to do . I'd gone from spending oodles of money in traditional advertising to building something completely different , vastly more efficient , and measurably more effective . We'd honed the idea of ...
الصفحة
... companies big and small. It works online and offline, for consumers and for the business-to-business market. Increasingly, there are only two kinds of companies: brave and dead. I hope that this book finds you in the first category. Let ...
... companies big and small. It works online and offline, for consumers and for the business-to-business market. Increasingly, there are only two kinds of companies: brave and dead. I hope that this book finds you in the first category. Let ...
المحتوى
ONE The Marketing Crisis That Money Wont Solve | |
TWO Permission MarketingThe Way to Make Advertising | |
THREE The Evolution of Mass Advertising | |
FIVE How Frequency Builds Trust and Permission Facilitates | |
The SIX Five Levels of Permission | |
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 | |
Acknowledgments | |
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عبارات ومصطلحات مألوفة
AAdvantage advertising Amazon Amazon.com American Airlines American Express anticipated asset audience banners benefits brand trust build catalog clutter commercial companies consumer cost create Crisco CyberGold database deliver dialogue direct mail direct marketing dollars e-mail e-mail address earn example focus focused frequency frequent flier give H&R Block huge hundred Imgis incentive increase interaction Internet Interruption Marketing investment Jennicam L. L. Bean level of permission leverages the permission magazine marketing campaign marketing messages mass marketing mass media million offer one-to-one marketing opportunity opt-in Palm Pilot pay attention percent permission base Permission Marketing profitable promotion prospects purchase relationship relevant response rate reward sell SETH GODIN someone spam spend targeted techniques there's upgrade users Value America Yahoo Yoyodyne