Permission Marketing: Turning Strangers Into Friends And Friends Into Customers
Simon and Schuster, 14/07/1999 - 224 من الصفحات
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.
In his groundbreaking book, Godin describes the four tests of Permission Marketing:
1. Does every single marketing effort you create encourage a learning relationship with your customers? Does it invite customers to "raise their hands" and start communicating?
2. Do you have a permission database? Do you track the number of people who have given you permission to communicate with them?
3. If consumers gave you permission to talk to them, would you have anything to say? Have you developed a marketing curriculum to teach people about your products?
4. Once people become customers, do you work to deepen your permission to communicate with those people?
And in numerous informative case studies, including American Airlines' frequent-flier program, Amazon.com, and Yahoo!, Godin demonstrates how marketers are already profiting from this key new approach in all forms of media.
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I've watched with amusement as Excite ran million-dollar campaigns on Seinfeld—overpromoting a product before its time—and I've watched with despair as truly great products have disappeared because of a complete 18 Introduction.
The third approach used to keep mass marketing alive is to change ad campaigns more often in order to keep them ... replaced Mikey on the Life box?) these marketers are trading in the benefits of a long-term brand recognition campaign.
Of the more than $200 billion spent on consumer advertising last year in the United States, more than $100 billion was spent on direct mail campaigns, in-store promotions, coupons, freestanding inserts, and other nontraditional media.
For example, a direct marketer might discover that based on past results, the best prospects for its next campaign are single women who are registered Democrats, who make more than $58,000 a year, and who have no balance on their credit ...
Hollywood has jumped on this bandwagon with marketing campaigns for Godzilla and other films that at first glance can't possibly bring in enough ticket sales to justify the expense. Nike uses the same approach to sell sneakers, ...
ما يقوله الناس - كتابة مراجعة
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LibraryThing Reviewمعاينة المستخدمين - markdeo - LibraryThing
Explains his concepts best in this must read. Great insight into Amazon & Yahoo. Brilliant insight into building a relationship with the customer. Great info on Opt-in email from a management ... قراءة التقييم بأكمله
LibraryThing Reviewمعاينة المستخدمين - jonmodene - LibraryThing
His "magnum opus"? The foundation of all of his other weirdly title books about marketing. And a very, very valuable business book. Numbers? Ratings? Hits? No - according to Seth Godin one metric that ... قراءة التقييم بأكمله