Permission Marketing

Turning Strangers Into Friends And Friends Into Customers

Seth Godin

• Publisher: Simon & Schuster UK
• Year: 2012
• Print ISBN:
  9781416526667
• eBook ISBN:
  9781471105777
• Topic: Business
• Subtopic: Business General
• Index: Business

Whether it is the TV commercial that breaks into our favourite programme or the telemarketing phone call that disrupts a family meal, traditional advertising is based on the hope of snaring 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 voluntarily accept advertising. Now the Internet pioneer who has dramatically improved marketing effectiveness in media introduces a fundamentally different way of thinking about advertising products and services. By reaching out to only those individuals who have expressed 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.

Table of contents

• Cover
• Title Page
• Dedication 1
• Dedication 2
• Contents
• Foreword
• Introduction
• One The Marketing Crisis That Money Won’t Solve
• Two Permission Marketing—The Way to Make Advertising Work Again
• Three The Evolution of Mass Advertising
• Four Getting Started—Focus on Share of Customer, Not Market Share
• Five How Frequency Builds Trust and Permission Facilitates Frequency
• Six The Five Levels of Permission
• Seven Working with Permission as a Commodity
• Eight Everything You Know About Marketing on the Web Is Wrong!
• Nine Permission Marketing in the Context of the Web
• Ten Case Studies
• Eleven How to Evaluate a Permission Marketing Program
• Twelve The Permission FAQ
• Acknowledgments
• Index