- Tapa blanda: 228 páginas
- Editor: Simon + Schuster UK; Edición: New Ed (1 de diciembre de 2006)
- Idioma: Inglés
- ISBN-10: 1416526668
- ISBN-13: 978-1416526667
- Valoración media de los clientes: Sé el primero en opinar sobre este producto
- Clasificación en los más vendidos de Amazon: nº4.398 en Libros en idiomas extranjeros (Ver el Top 100 en Libros en idiomas extranjeros)
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Permission Marketing: Turning Strangers into Friends and Friends into Customers (Inglés) Tapa blanda – 1 dic 2006
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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.
Biografía del autor
Seth Godin was founder and CEO of Yoyodyne, the leading interactive marketing company, which Yahoo! acquired in 1998. He was Vice President of Direct Marketing at Yahoo! until he left to lecture full time. He is the author of several bestselling books including the classic PERMISSION MARKETING, SURVIVAL IS NOT ENOUGH, UNLEASHING THE IDEA VIRUS, PURPLE COW and ALL MARKETERS ARE LIARS.
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More signs of a good book; If you can take it's content and apply it to the current times and it will still produce profits. Want more? Although he might have been slightly off on a couple of things, a good chunk of this book is essentially Mr. Godin looking into a crystal ball and describing the future.
A great intersection of past knowledge, current trends(circa 1999 but still relevant) and a wonderful philosophy, compiled by a human being that repeatedly helps makes humanity better.
If you have a decent understanding of how internet marketing works currently, and what current tools are available, it won't be too difficult to translate this material into today's world.
1- "As clutter has increased, advertisers have responded by increasing clutter. And as with pollution, because no one owns the problem, no one is working very hard to solve it."
2- "In addition to clutter, there's another problem facing marketers. Consumers don't need to care as much as they used to. The quality of products has increased dramatically It's increased so much, in fact, that it doesn't really matter which car you buy, which coffee maker you buy, or which shirt you buy They're all a great value, and they're all going to last a good long while."
3- "To summarize the problem that faces the Interruption Marketers: 1. Human beings have a finite amount of attention. 2. Human beings have a finite amount of money. The more products offered, the less money there is to go around. 4. In order to capture more attention and more money. Interruption Marketers must increase spending. 5. But this increase in marketing exposure costs b\ money. 6. But, as you've seen, spending more and more money in order to get bigger returns leads to ever more clutter. 7. Catch-22: The more they spend, the less it works. The less it works, the more they spend."
4- "Five Steps to Dating Your Customer: 1. Offer the prospect an incentive to volunteer 2. Using the attention offered by the prospect, offer a curriculum over time, teaching the consumer about your product or service. 3. Reinforce the incentive to guarantee that the prospect maintains the permission. 4. Offer additional incentives to get even more permission from the consumer. 5. Over time, leverage the permission to change consumer behavior toward profits."
5- "Permission Marketing Is Anticipated, Personal, Relevant: Anticipated—people look forward to hearing from you. Personal—the messages are directly related to the individual. Relevant—the marketing is about something the prospect is interested in."
6- "Permission Marketing is the tool that unlocks the power of the Internet. The leverage it bring to this new medium, combined with the pervasive clutter that infects the Internet and virtually every other medium, makes Permission Marketing the most powerful trend in marketing for the next decade."
7- "By focusing media on getting permission instead of making the ultimate sale, marketers are able to get far more out of their expenditures. The response rate to a free sample or c affinity program or a birthday club might be five or ten times the response rate of an ad asking for a sale."
8- "There are five levels of permission. The highest level of permission is called the "intravenous" level. The fifth and lowest is called the "situation" level. Here are the five levels in order of importance. 1. Intravenous (and "purchase-on-approval" model) 2. Points (liability model and chance model) 3. Personal relationships 4. Brand trust 5. Situation. There's a sixth level, but it's so low I won't even refer to it as a level at all. It's called spam (unsolicited advertising), and it's covered last."
9- "Once you have earned permission, you must keep it land attempt to expand it. These four rules go a long way to help marketers understand permission: 1. Permission is nontransferable. 2. Permission is selfish. 3. Permission is a process, not a moment. 4. Permission can be canceled at any time."
10- "Miss the opportunity to build a permission relationship directly with the consumer, and your company is likely to become a commodity supplier. If you acknowledge the coming power of the permission holder yet choose to avoid the battle to become one, you can still win. If you start now, you can optimize your company for the role of supplying the permission holder, making yourself more attractive to these gatekeepers and locking in the long-term relationships that can give you insulation moving forward. On the other hand, if you go for the opportunity to deal direct, you'll face the wrath of your existing intermediaries. It'll be expensive to build and maintain a permission base, and risky too. But if you succeed, you will have built an asset that can offset the demands of the gatekeepers. You'll be able to maintain fair pricing and generate better profits."
Seth spends a good amount of time evangelizing 'the Net' and how important it will be.
Good book. Happy I read it. Wish it was written more recently so that the advice offered was more actionable.
What was in this book that I never happened to come across is the levels of permission. Even if you've been building an audience and marketing internally, You should get a copy of the book for what it says about the different permission levels.