Imagine how effective your marketing would be if you had individual relationships with all of your customers and each had agreed to receive your company’s advertising, either because they want the information or because they’ve been tempted by an incentive. Author Seth Godin makes this connection real, with the help of technology and he says you can do it, too. Godin argues that individualized "permission marketing" can break through the increasing clutter of traditional advertising, which he dubs "interruption marketing." The Internet is ideally suited to building this one-to-one relationship, he says. His engaging book provides a powerful case for this approach to marketing, which begins with getting the customer’s consent to receive frequent messages. Godin combines a historical overview and a discussion of advertising’s principles with a description of hands-on methods. getAbstract recommends his highly accessible book to marketing executives in any industry and especially to managers of Internet-dependent businesses.
In this summary, you will learn
- Why modern technology and a changing business environment have led to the emergence of “permission marketing”;
- How to execute a permission marketing process; and
- How permission marketing establishes a mutually beneficial trust-based relationship between business and customer.
About the Author
Seth Godin is the vice-president of direct marketing for Yahoo!, which purchased Yoyodyne, the company Godin founded. Yoyodyne was the first firm that created promotional and direct mail campaigns on line. Godin’s clients included AT&T, Carter-Wallace, H&R Block, Sprint and hundreds of other companies. He previously worked as a brand manager at Spinnaker Software, which developed the first generation of multimedia products.