Excellent Introduction to Permission-based Marketing

books:


	• Permission Marketing : Turning Strangers Into Friends And Friends Into Customers Seth Godin Simon & Schuster, 1999 - 256 pages average customer review:based on 130 reviews view larger image
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highly recommended

Path to one-on-one marketing

The cornerstone idea of 'Permission Marketing' is to turn an advertising monologue into a full dialogue with the customer. Seth Godin argues for establishing one-on-one marketing through successive levels of 'permission' that customer grants to the advertiser. Attention and time are the most scarce resources today; consumers are willing to pay to save time and 'Permission Marketing' aims to capitalize on this trend.

At its core, this book is about converting strangers to friends, and friends into customers. This progression is broken down into implicit 'permission levels' and strategies throughout the book. The ideas proposed have their merit, as both successes of Yoyodine and CyberGold have shown.

Business-to-business marketers have the most to learn from this book - Permission Marketing requires large investments of time and resources into each client (albeit with a lot of automated help) but it is capable of establishing an amazing rapport with the consumer.

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Excellent Introduction to Permission-based Marketing

It is estimated that every day we are subjected to ~3,000 "interruption"-based marketing messages - on TV, the internet, magazines, radio, billboards, newspapers, etc. [Must be true: I counted 120 display advertisements in a typical morning edition of my local newspaper in the sections I normally peruse - this doesn't include the classified or the additional "advertising package".] Permission marketing seeks to engage customers in a more comfortable, step-wise process and develop a relationship over time. "Opt-In" options for email newsletters are an example of this process.

This book is an excellent source to gain an introduction to permission-based marketing approaches - and to challenge your thinking if you are operating with a traditional "interruption"-based marketing strategy today.

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New to Seth

I have spent more time watching Seth's Blog than reading his books. But recently I bought this book along with purple cows.

I love every aspect of marketing and always appreciate a fresh look at the subject. I like it when people don't follow the norm...and even thought this book is not new to the market I found it refreshing and helping me define exactly what I always knew to be true.

I am about done and looking forward to reading purple cow which I understand to be an expansion of this book.

If you are in this world I would recommend it...

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If you are in business this is a MUST read!

Seth reveals what you must know if you are in business. This is an easy to read and very enlightening book. It will make a difference in the way you think and do business!

Great book!

Bernadette Dimitrov
The HoHoHo Expert

Brilliant

This book is so extremely good, that I would not recommend it.
It would give me too much competition!

reviews: 1, page 2, 3, 4, 5, 6, 7, 8, 9, 10, 11

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