Whoever gets the customer permit wins
Permission marketing is stealing a march on traditional advertising
Permission marketing is challenging traditional advertisingThe Internet has opened up new worlds for marketing. One of these is called Permission Marketing, and Seth Godin has written a successful book about it. Seth Godin has written a successful book about it, which has now been translated.For CDs and ADs, the U.S. author Godin has some pretty hefty mail ready. The co-founder of the Internet direct marketing company Yoyodyne assumes that e-mail has become a way of life, the pivot of permission marketing par excellence. He says goodbye to traditional forms of advertising because marketers "have relied almost exclusively on a single form of advertising for ninety years," which he calls interruptive advertising, "because the key to every single one of these messages is to interrupt the viewer's current activity so that they can be made to think of something else."
To continue to get the consumer's attention, he said, advertisers "responded with the worst possible method: To cope with the overcrowding and reduced effectiveness of advertising, they interrupt us even more!"
According to Godin, there are four rules to follow: Permission is not transferable, is self-serving, is a process, and can be withdrawn at any time. The low cost of email as a factor in permission marketing on the Internet allows marketers to invest significantly more time in the process. Godin compares this effort to the fairy tale of Sheherezade, who had "the natural instinct of permission marketers" because she was able to convince her king 1001 nights not to behead her....
Needless to say, Godin's book contains a large number of case studies. And, of course, he doesn't ignore the Internet retailer Amazon.com. He is convinced that Amazon's permission marketing will one day make it possible, on the basis of highly segmented data, to ask customers whether they would like a new book by that author and then to order the book from the author - without the need for a publisher or an intermediary. Carlo Bernasconi
Seth Godin, Permission Marketing - Customers want to be able to choose, ISBN 3-932114-52-3, Finanzbuchverlag, 53.50 francs
To continue to get the consumer's attention, he said, advertisers "responded with the worst possible method: To cope with the overcrowding and reduced effectiveness of advertising, they interrupt us even more!"
According to Godin, there are four rules to follow: Permission is not transferable, is self-serving, is a process, and can be withdrawn at any time. The low cost of email as a factor in permission marketing on the Internet allows marketers to invest significantly more time in the process. Godin compares this effort to the fairy tale of Sheherezade, who had "the natural instinct of permission marketers" because she was able to convince her king 1001 nights not to behead her....
Needless to say, Godin's book contains a large number of case studies. And, of course, he doesn't ignore the Internet retailer Amazon.com. He is convinced that Amazon's permission marketing will one day make it possible, on the basis of highly segmented data, to ask customers whether they would like a new book by that author and then to order the book from the author - without the need for a publisher or an intermediary. Carlo Bernasconi
Seth Godin, Permission Marketing - Customers want to be able to choose, ISBN 3-932114-52-3, Finanzbuchverlag, 53.50 francs
