Permission Marketing Book Summary

Seth Godin
Rating: 7.8

“Seth Godin is the ultimate entrepreneur for the Information Age.”
— Business Week

nhận seo tổng thể
Marketing explains why nobody pays attention lớn ti vi commercials và flyers anymore và shows you how in today’s crowded market, you can cheaply start a dialogue with your ideal customer, build a relationship end thời gian và sell mập them much more effectively .

Contents

• Interruptive marketing has lost its effectiveness
• Permissive Marketing consists of consumers volunteering
• Appealing to customers self-interest
• Permission marketing is more targeted and cost efficient
• Building up a customer relationship is important
• The internet promotes permission marketing

Interruptive marketing has lost its effectiveness

Interruptive marketing is the classic, intrusional method of marketing where people are interrupted with ads, whether on television, on the radio, printed ads, among others. Initially, this for of ads was very effective. Companies increased their sales dramatically using interruptive marketing .

“ Creating value through interaction is far more important than solving a consumer’s problem in thirty seconds. ”― Seth Godin, Permission Marketing, Book Summary

But then, once every bigger company used this method they overdid it. People became so sánh overflooded with ads that they virtually stopped paying attention Khủng them. This shift made it very hard for Marketers mập catch the attention of people. Interruptive marketing became a highly competitive advertising method with little return .

Permissive Marketing consists of consumers volunteering

While interruptive marketing floods customers without any consideration of their consent, permissive marketing empowers the customer by giving them a choice. In permissive marketing, customers have the choice lớn opt-out or bự find out more about the hàng hóa .

“ Permission Marketing represents a huge threat as well as a huge opportunity. ”― Seth Godin, Permission Marketing, Book Summary

The first successful permissive marketing chiến dịch consisted in a radio advertisement where parents were invited phệ gọi a đường dây nóng bự find out more about the company’s service lớn improve reading skills of children. Playing an active role — having the choice bự ignore or accept the message — makes people more likely phệ pay attention mập the ad .

“ Frequency led béo awareness, awareness bự familiarity, và familiarity lớn trust. And trust, almost without exception, leads mập profit. ”― Seth Godin, Permission Marketing, Book Summary

Appealing to customers self-interest

Although permissive marketing is more focused và less interruptive than interruptive marketing, some interruption still has phệ happen .

“ By being customer-focused instead of retail-focused, or factory-focused, a manufacturer or merchant can widely increase its offerings, thus increasing chia sẻ of wallet. ”― Seth Godin, Permission Marketing, Book Summary

It is crucial then that the add offers something of value lớn the customer. Customers don’t act phệ bởi vì your company a favor they act in self-interest. So bự make them interested in your sản phẩm, you have phệ offer them something of value first .

“ They’re building an asset that has nothing lớn vì with brand và everything Khủng vì with their relationship with you. ”― Seth Godin, Permission Marketing, Book Summary

Lastly, the message has béo be frequently repeated. A targeted, frequent ad is much more likely Khủng attract customers as the frequency makes up for ignoring or forgetful people .

Permission marketing is more targeted and cost efficient

Being more targeted has two implications. Frist the cost is reduced, instead of flooding people with ads they are likely not interested in, people are targeted with ads that they are likely Khủng be interested in. Airlines, for instance, can encourage customers bự stay loyal bự their airline by offering them bonus points for không tính tiền travel. In exchange, they can offer customers targeted ads .

“ Amazon appears mập be building a permission asset, not a brand asset. ”― Seth Godin, Permission Marketing, Book Summary

Online retailer lượt thích Amazon make great use of targeted ads. Amazon stores all of its customer’s activities và thus can target specific ads they are likely mập be interested in .
Targeting ads not only reduces cost, it also makes it more likely that customers commit lớn buy the products, thus resulting in a bigger return for the money invested in advertising ( lợi tức đầu tư ) .

Building up a customer relationship is important

People are unlikely mập become customers of a company they don’t know và therefore don’t trust. That’s why it is much better phệ build up a relationship first. Permission marketing focuses on first offering value, slowly và gradually building up a trust relationship, often in multiple stages .

“ Permission Marketing is just lượt thích dating. It turns strangers into friends & friends into lifetime customers. Many of the rules of dating apply, và so sánh vì many of the benefits. ”― Seth Godin, Permission Marketing, Book Summary

When finally the sản phẩm is offered, customers often have a good màn chơi of trust và confidence in the company & hàng hóa which makes it more likely that they commit mập the purchase .
A solid trust can also bring customers phệ pay in advance for a sản phẩm. This could be a singular upcoming hàng hóa or a subscription mập a sản phẩm or service. In both cases, the customer trusts that the company will deliver good value .

“ Because frequency is không lấy phí in an trực tuyến permission program, & much more effective không mạng, the marketer has the luxury of riding the impact curve up without a matching cost curve. ”― Seth Godin, Permission Marketing, Book Summary

The internet promotes permission marketing

“Permission Marketing is the tool that unlocks the power of the Internet.”― Seth Godin, Permission Marketing, Book Summary“Permission Marketing is the tool that unlocks the power of the Internet.”

― Seth Godin, Permission Marketing, Book Summary

Permission marketing stems from a century ago where businesses had phệ rely on word-of-mouth mập attract hot nhất customers. Once the aggressive interruptive marketing strategy became ineffective in the second half of the twentieth century, however, a resurgence of permissive marketing happened .

“ The biggest secret of the Internet is that it is inherently a direct marketing medium. In fact, the Internet is the greatest direct marketing medium of all thời gian. ”― Seth Godin, Permission Marketing, Book Summary

Another important factor contributed béo the rise of permission marketing, the advent of cheap two-way communication platforms, the biggest facilitator of which was the Internet. The Internet offers an easy, cheap & ubiquitous way phệ establish a dialog with customers .

A summary of “Permission Marketing” by Seth Godin. Check out Make Me Read for summary of the best business books.

Source: https://gauday.com