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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Along the way, I was lucky enough to be in a fast-moving advertising test laboratory. The promotions we built for each online service did exactly what they were supposed to do. They increased usage, and Introduction 19.
They increased usage, and they cut churn. A couple of years ago, after forming a company to build the technology and, more important, the techniques necessary to do these extraordinarily successful promotions, I realized that my journey ...
Smart marketers have discovered that the old way of advertising and selling products isn't working as well as it used to, and they're searching aggressively for a new, enterprising way to increase market share and profits.
Over the last thirty years advertisers have dramatically increased their ad spending. They've also increased the noise level of their ads—more jump cuts, more inyour-face techniques—and searched everywhere for new ways to interrupt your ...
Marketers now allocate about 52 percent of their annual ad budgets for direct mail and promotions, a significant increase over past years. Of the more than $200 billion spent on consumer advertising Chapter One 33.
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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