Permission Marketing: Turning Strangers into Friends, and Friends into Customers - PDF free download eBook

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Details of Permission Marketing: Turning Strangers into Friends, and Friends into Customers

Permission Marketing: Turning Strangers into Friends, and Friends into Customers
Exact title of book
Permission Marketing: Turning Strangers into Friends, and Friends into Customers
Book author
Seth Godin
ISBN
9780684836331
Publisher
Simon & Schuster
Published
Jul 14, 1999
Language
English
Format
PDF, FB2, EPUB, MOBI
Pages
224
File size (in PDF)
2016 kB

Some brief overview of book

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 Marketing1. 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. ... the groundbreaking concept that enables marketers to shape their message so that consumers will willingly accept it...

About book author

Godin, Vice-President, Direct Marketing, Yahoo! Inc., is responsible for Yahoo!s direct marketing, permission marketing and Internet promotions. Godin joined Yahoo! in 1998 from Yoyodyne, where he served as president and CEO.

Yahoo! acquired Yoyodyne, a recognized leader in Internet-based interactive direct marketing, last year. Recognized as the pioneer of Permission Marketing, Godin is a sought-after speaker on the conference circuit, having presented at the Direct Marketing Assoon 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 Marketing1.

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. ... the groundbreaking concept that enables marketers to shape their message so that consumers will willingly accept it...

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