In The Marketing Classic For The Internet Age Permission Marketing, Seth Godin, the pioneer of several online marketing techniques, explains the concept of permission marketing.
Summary Of The Book
In The Marketing Classic For The Internet Age Permission Marketing, Godin explains the groundbreaking concept of permission marketing - a marketing concept that helps the marketers put their message across in such a way that makes it easily acceptable to the consumers. Instead of following the traditional method of advertising, which is, more often than not, irritating for the consumers, Godin encourages Permission Marketing. Permission Marketing is the form of marketing which offers incentives to consumers so that they willingly accept advertising. The best ploy is to catch the customer’s attention by offering free samples, contests, and offering big discounts. Once the customer shows interest, go ahead and give him the information he asks for.
The author encourages reaching out to those people who have shown interest in the product. Godin deals with the concept of one-to-one marketing. He formulates a new interactive and consumer-centric technique, which encourages consumers to ask questions, and get the information they want. He also encourages the companies and marketing departments to maintain a customer database, and propagates an effective and constant communication with the consumer, to create a strong bond. Godin uses his own experiences, as the founder of Yoyodyne, and also the experiences of successful companies, like Bell, Amazon, and American Airlines, to demonstrate how this form of marketing can enhance sales, create brand awareness, and build trust in consumers.
About Seth Godin
Born on 10th July, American entrepreneur, Seth Godin is among the world’s topmost online promoters. He is the creator, and the preacher of permission marketing. He has written several books that have become best sellers. These include, Free Prize Inside, The Dip, All Marketers Are Liars, Unleashing The Ideavirus, Purple Cow, We Are All Weird, Poke The Box, and Tribes.
Godin did his Bachelor’s degree in Philosophy, and Computer Science, from the Tufts University, and his MBA from the Stanford Graduate School of Business. He also founded many companies, but most of them were unsuccessful. Yoyodyne, which was his first internet company, was taken over by Yahoo!. Squidoo.com, his latest company, is one of the top 125 sites in America. Godin has been called the ‘Ultimate Entrepreneur of the Information Age’, by Business Week, and ’America’s Greatest Marketer’, by American Way magazine. His books have been translated into as many as 30 languages.