Permission Marketing: Turning Strangers Into Friends And Friends Into CustomersWhether 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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الصفحة
You'll do this by engaging the consumer in a dialogue— an interactive relationship, with both you and the customer participating. Rather than simply interrupting a television show with a commercial or barging into the consumer's life ...
You'll do this by engaging the consumer in a dialogue— an interactive relationship, with both you and the customer participating. Rather than simply interrupting a television show with a commercial or barging into the consumer's life ...
الصفحة
Or perhaps you'll actually offer some type of payment or benefit in return for the consumer's permission. In a noninteractive world this would be the kind of crazy, totally impractical idea that you might be tempted to chalk up to the ...
Or perhaps you'll actually offer some type of payment or benefit in return for the consumer's permission. In a noninteractive world this would be the kind of crazy, totally impractical idea that you might be tempted to chalk up to the ...
الصفحة
In the old days selling was a kinder, gentler process, and it was based on the willing participation of the consumer. It was only the arrival of the mass production economy that changed all this. The modern economy was defined in terms ...
In the old days selling was a kinder, gentler process, and it was based on the willing participation of the consumer. It was only the arrival of the mass production economy that changed all this. The modern economy was defined in terms ...
الصفحة
You already know this, if you just think about what your own life is like as a consumer within that economy. As a consumer, you now inhabit an endlessly expanding universe of new offers, urgent solicitations, priceoff promotions, ...
You already know this, if you just think about what your own life is like as a consumer within that economy. As a consumer, you now inhabit an endlessly expanding universe of new offers, urgent solicitations, priceoff promotions, ...
الصفحة
A business can now ask a consumer directly if he'd like more information and then deliver it. A business can now reward a consumer for receiving and acknowledging its message, ensuring that the consumer's own interest is served by ...
A business can now ask a consumer directly if he'd like more information and then deliver it. A business can now reward a consumer for receiving and acknowledging its message, ensuring that the consumer's own interest is served by ...
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المحتوى
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 | |
Acknowledgments | |
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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
معلومات المراجع
| العنوان | Permission Marketing: Turning Strangers Into Friends And Friends Into Customers |
| المؤلف | Seth Godin |
| الإصدار | معاد طباعته |
| الناشر | Simon and Schuster, 2012 |
| رقم ISBN (الرقم الدولي المعياري للكتاب) | 1471105776, 9781471105777 |
| عدد الصفحات | 256 من الصفحات |
| تصدير الاقتباس | BiBTeX EndNote RefMan |