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.
النتائج 1-5 من 65
Decided to use an irreplaceable hour of your life cruising the Net rather than watching one of the 115 channels on the tube, or answering one of the 25 e-mail messages stacked in your queue, or driving out for a snack at one of the 30 ...
The modern economy was defined in terms of assembly-line production of standardized products, mass distribution of these products to consumers in a wide geographic area, and mass media vehicles to carry standardized advertising messages ...
In order to sell this vast arsenal of products, marketers all over the world soak up every square inch of space, every extra second of time, and they paste their sales messages into those nooks and crannies, hoping you'll encounter them ...
Marketers want to get their messages in front of you. They must get their messages in front of you, just to survive. The only problem is—do you really want more marketing messages? Interactivity allows a business to break this vicious ...
My colleagues at Yoyodyne (the leading direct marketing company on the Internet) have been unrelenting in their mission to bring this message to major brands around the country. We've spoken at hundreds of conferences and gone on ...
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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