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Seth Godin, one of the world's foremost online promoters, offers his best advice for advertising in Permission Marketing. Godin argues that businesses can no longer rely solely on traditional forms of "interruption advertising" in magazines, mailings, or radio and television commercials. He writes that today consumers are bombarded by marketing messages almost everywhere they go. If you want to grab someone's attention, you first need to get his or her permission with some kind of bait--a free sample, a big discount, a contest, an 800 number, or even just an opinion survey. Once a customer volunteers his or her time, you're on your way to establishing a long-term relationship and making a sale. "By talking only to volunteers, Permission Marketing guarantees that consumers pay more attention to the marketing message," he writes. "It serves both customers and marketers in a symbiotic exchange."
Godin knows his stuff. He created Internet marketer Yoyodyne and sold it in 1998 to Yahoo!, where he is a vice president. Godin delves into the strategies of several companies that successfully practice permission marketing, including Amazon.com, American Airlines, Bell Atlantic, and American Express. Permission marketing works best on the Internet, he writes, because the medium eliminates costs such as envelopes, printing, and stamps. Instead of advertising with a plain banner ad on the Internet, you should focus on discovering the customer's problem and getting permission to follow up with e-mail, he writes. Permission Marketing is an important and valuable book for businesses seeking better results from their advertising. --Dan Ring
Godin, a business whiz kid who does direct marketing for Yahoo!, asks a provocative question: Does advertising work? He cites example after example of recent misguided campaigns, a "waste jamboree" of traditional ads aimed at consumers who no longer care. There's an "infoglut" out there, he says, of ads in myriad media whose only power is to "interrupt" people's lives. Godin's professional journey to his current status as a guru of online promotion began with his work for such industry bigs as Prodigy and AOL. Now, he specializes in direct-mail campaigns online, where he takes advantage of the interactive nature of the technology. Using traditional terms such as reach and frequency to define his efforts, he moves further, into the touchy-feely area of "permission marketing," his term for developing a personal relationship with consumers, where they actually enjoy receiving correspondence. On tape, Godin's message is winning because of his youthful attitude: self-assured, at times cocky, but always sensible. Based on the 1999 Simon & Schuster hardcover. (Aug.)
Copyright 1999 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.
Great read. I love Godin and this book is still relevant in today's OmniChannel worldPublished 14 days ago by dmbob
Too many times marketers fall into the trap of striving for quick wins at some expense greater than money. Read morePublished 1 month ago by Derek
This book has stood the test of time. Although the examples may be a bit dated, the principles are essential for today's marketer.Published 1 month ago by Anne Janzer
This is an incredibly insightful book and an absolute "must read" if you're marketing today. Read morePublished 1 month ago by La Magie
In this new era of fast-paced life styles, the old ways of marketing are no longer viable. As explained in his book, Permission Marketing; Turning Strangers into Friends, and... Read morePublished 3 months ago by Edward Melamed
I was expecting better, not that great, I would not recommend it.Published 4 months ago by Michelle
Seth Godin overdelivers once again. He shares some very effective tactics you can start implementing right away. Read morePublished 5 months ago by tsvetanivanov
I love Seth. The ultimate guide in how to do some seriously wonderful marketing. But, it's from Seth... so, of course!Published 5 months ago by Susan M. Harrison