Permission Marketing by Seth Godin, Don Peppers
Godin argues that businesses can no longer rely solely on traditional forms
of "interruption advertising" in magazines, mailings, or radio and
television commercials. 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. 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 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. Permission
Marketing is an important and valuable book for businesses seeking better
results from their advertising.
"Permission Marketing" helps marketers shape their message so that
consumers will willingly accept it rather than interrupt them during a
favorite program or the family dinner. Interruption Marketing -- as
companies are discovering, no longer works. Permission Marketing offers
consumers incentives to accept
advertising voluntarily. Godin demonstrates how marketers are already
profiting from this key new approach in all forms of media.
explains the differences between Interruption
Marketing (old-style newspaper, TV and radio ads) and Permission
Marketing--where visitors ask to be kept informed and willingly share
information about themselves and their purchasing needs.