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 80
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 ...
As a consumer, you now inhabit an endlessly expanding universe of new offers, urgent solicitations, price-off promotions, and money-back guarantees. This is the mass production economic system carried to its logical extreme— businesses ...
Offer a coupon or a cash incentive. Play a game. Accumulate points. Sponsor a contest or a drawing. But whatever you do, however you do it, if you get your prospect's permission to sell to him, you have won a valuable asset, ...
As this book goes to press, Yoyodyne has accepted an offer to be acquired by Yahoo!, the largest independent site on the Internet. After spending years developing and implementing many of the techniques described in this book, ...
Ziff-Davis offers a site with more than 250,000 pages! And a direct result of this attempt to cut through the clutter is the most cluttered, least effective marketing of all. THE. FOUR. APPROACHES. TO. KEEPING. MASS. MARKETING. ALIVE.
ما يقوله الناس - كتابة مراجعة
|عدد النجوم: 5|
|عدد النجوم: 4|
|عدد النجوم: 3|
|عدد النجوم: 2|
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