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Summary: Mouthwatering....
Review: Until now, most marketing books I've read have been filled with too much hype and over-simplified concepts, rather than concrete ideas. This book was a very welcome change !! The perfect balance of abstract concepts, motivational antecdotes, and hard-core ideas. My only complaint is that it was too short - left me wanting more ! As a matter of fact, the reason I'm here is to look for more books by this author. He has definitely obtained my "permission" to be marketed to !
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Summary: Finally focused marketing on customer needs does exist...
Review: Everyday your letterbox is full of leaflets you never read, your banker send you a new financial proposal you already have in your portfolio... All these papers will go directly to the trash can, but interrupt your customer's life: time, privacy and peace of mind. This is the waste created by the "interruption marketing", which is not using correctly customers' databases or is bombarding TV spots you do not watch during film breaks. Is this time over? Not sure when you see all e-mails or phone calls you receive to promote products of no interest for you. How to get your Attention in the middle of this information overload? Simply by asking your permission. Seth Godin, who created Internet marketer Yoyodyne and sold it in 1998 to Yahoo, where he is a vice president is explaining to us how to do it in "Permission Marketing". With practical examples he shows us how to start a relationship with a customer by offering added value. Main ideas are around personalization, long-term relationship and truth building. Customer then is expecting information from you focused on his own needs. The challenge is to move from market share to customer share. But how is this possible? The use of New Information Technologies and Internet allows a one to one communication with a customer with focused information and at a low price. This is really the contribution from "New Economy" and Permission Marketing is giving the keys to understand how these New Information Technologies allow focusing on a customer more and more demanding. The traditional marketing is moving quickly to One to One marketing. Do not read Permission Marketing if you want to lose your customers to the profit of your competitor knowing how to build long-term relationship with them. If you add One to One from Don & Martha Peppers to your readings, you will be well prepared to succeed in front of the marketing shift arriving with the "New Economy".
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Summary: Change agent Seth Godin reveals the future
Review: In addition to working in the profession of advertising and marketing, I'm an adjunct professor at a nearby university. I taught Seth's principles in my course on Direct Marketing last semester, and I intend to teach his principles in my course on Fundamentals of Advertising this semester. In fact, I intend to teach his material in every class I have that's even remotely related. Frankly, I think Seth's material should be taught in every university throughout the land -- and shouted from the rooftops amongst those in my profession. Simply put, the material in this book -- deceptively clever, succinct and, at times, humorous -- is explosive. I say deceptive because if you don't "get" what Seth's trying to tell you, I imagine it would be possible for you to dismiss the entire concept as shallow or gimmicky. However, I believe this information represents nothing less than the future of advertising and marketing. You will ignore it at your own peril. One of the biggest thrills for me was hearing my students put into use Seth's Permission Marketing phrase "Turning strangers into friends and friends into customers" -- even months after the class ended! Not only is that a testament to the clarity and brevity of Seth's ideas, it's also the distillation of his book's premise. For in today's world, we're bombarded by no less than 3,000 paid advertising messages per day. There's no way we can assimilate, remember and act on that many messages. No matter how creative they may be. It's no longer a matter of breaking through the clutter with killer creative; it's now a battle for one of the most precious commodities we're left with: our attention. And advertisers lose that battle every single minute of every day. Therefore, agencies who seek ever more creative (and expensive!) creative approaches to help boost their clients' sales would do well to read Permission Marketing. Clients who whip their agencies mercilessly, sometimes changing them as often as they change their underwear (because they just aren't seeing the results they expected), would do well to read Seth's Permission Marketing book. BEFORE they blow millions of dollars looking for the next 15-minutes of fame for their advertisement. Odds are, it ain't gonna happen. Permission Marketing clearly describes the problem and equally as clearly provides the answer: ask permission first. Then only send your advertisement to those who ask to see it. Reduced to a catchphrase, what you need to do is turn strangers into friends and friends into customers through the power of direct marketing. Since my field of expertise IS direct marketing, I grasped immediately what Seth was saying. I "got" it. And I know as sure as I know my own name that what he writes is rock-solid, essential information. The only critical point I'd make is that right now Seth's ideas have a chance to work. And maybe work for a decade or two into the future. But what happens when even those who have given "permission" to receive advertising messages don't have time to read all the messages they've given permission to receive? I'm a great example of that. I've given permission to receive about a dozen online e-newsletters. (In direct marketing parlance, I've "opted in.") However, I simply don't have time to wade through them all. (Truth be told, the only one I read -- and look forward to -- on a regular basis is Seth's.) So not all permission is created equal. I imagine as people get even more busy that even those advertisers with whom they have a relationship will begin to see a drop-off in response. But until that time, Permission Marketing should be required reading for all university students, direct marketers (who likely already know its simple, yet powerful message), advertisers, marketers and clients. Once you "get" what Seth is saying, you'll never look at advertising the same way again!
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Summary: if u r interested in mktg at al 4 uni,work ,pleasure its gr8
Review: absolutely fantastic book ... Godin makes the new concept of permission marketing very interesting and gives excellent examples to illustrate all of his ideas moreover it is convincing.
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Summary: Challenges assumptions - source of ideas
Review: "Permission marketing , turning strangers into friends and friends into customers" is a challenging concept. Chapter 1 challenges the assumption that customers/potential customers like to be bombarded with intrusive "interuption marketing". We do not like it ourselves, so why should our customers? Chapter 2 has "five steps to dating your customer", all based on value to the customer, and investing in the relationship. You find Godin applying good principles from personal relationships, into relevant lessons for businesses. For a book that takes this further, with some new examples from USA and UK/Europe, check out Cram's "Customers that Count" Godin's permission marketing thinking applies to Direct Mail, telemarketing and face to face situations. He quotes McD's "Do you want fries with that?" as the most six most profitable permission marketing words in the world. In chapter 9 he applies Permission based marketing to the web and has some good advice. For other books that add value in this area, take a look at Fred.Newell's "Loyalty.com" and Patricia Seybold's "Customer.com" I also found the evaluation section - Chapter 11 - and the Frequently asked questions in Chapter 12 useful. On page 239/40 of my edition there is a simple but compelling checklist of 12 things to do to put Permission marketing into practice. That is the essence of the book, and I recommend it to you
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Summary: A premature epitaph for mass marketing?
Review: Unlike the Cluetrain authors and Douglas Coupland, Godin is neither angry nor sarcastic, but his now-classic text has made him into one of the leading prophets of the obsolescence of traditional ("interruption-based") big-company marketing methods. The way he tells it, a near-total rejection of modern advertising orthodoxy is only common sense. Godin dismisses the history of advertising from the 1950's to the 1980's with a wave of his hand, arguing that too much of a good thing (easy access to consumers' minds) has left too many messages clamoring for customers' attention. Consumers' retaliatory defence mechanisms are now a permanent condition of the marketplace. Companies cannot penetrate this armor with catchier jingles or increasingly intrusive pitches; instead, they need to build long-term relationships with their customers. As his chronicle of the rise and fall of interruption marketing gathers steam, the reader finds himself nodding his head at every horrifying example of intrusive advertising. Like Cluetrain, Permission Marketing begins from the premise that corporations need to understand how people actually live. Above all, we're busy. We have heard it all. We have caller ID, mute buttons, and a million other devices intended to shelter us from the cacaphony. The opposite of interruption marketing, of course, is marketing to consumers who have explicitly given their permission to be contacted. Since Godin lays out a number of highly original and ground-breaking ideas, many of which foreshadowed the huge boom in the development of opt-in email lists, those who do any kind of e-mail marketing will be on shaky ground unless they've read Godin. Unfortunately, the manner in which corporations have interpreted the idea of permission-based marketing boils down to a heavy dose of email to their customers, email which often violates Godin's stipulations that communications should be personal, anticipated, and relevant. Godin is willing to take his share of the blame for how the promise of permission marketing got distorted, and turned our email inboxes into battlegrounds ("Permission Marketers: Did We Blow It?"). Arguably, the problem lies to some extent in the lack of plausibility of Godin's original formulation of the concept and principles of permission. His indictment of intrusive mass marketing is unimpeachable, but there is an over-optimism on the permission marketing side of the argument. Consumers don't give so-called permission nearly as cheerfully as Godin's original argument let on. Yahoo, which had hired Godin for a brief period to be its VP of Permission Marketing, is now learning that it's easier to theorize about securing customers' permission than it is to actually do it. The failure of companies like Yahoo! to profitably implement these principles, and the relative success of "club 'em over the head" methods employed by their competitor AOL, seem to be cause for despair. Surely, if any of this stuff is true, companies like AOL would crumble as consumers tuned out the noise. So far, that hasn't happened. Good old interruption marketing lives on. To millions of viewers, the commercials during the Super Bowl are not an intrusion, they're "destination television." Maybe what Godin has discovered is not a universal principle of the advertising business, but rather the fact that those residing in higher socioeconomic strata have more options for tuning out the noise, and more cultural and professional motivations for doing so. If that's all it is, it's still an important contribution, since many businesses - especially those in the technology industry - market to a more upscale demographic. Ultimately, Godin's approach can explain some things, but he fails to acknowledge the continued success of major brands like Budweiser and Gillette, who have continued to win the battle to stay first in the mind of their mass market. If Godin had to do it all over again, Permission Marketing might have done well to bill itself as a manual for marketing to highly discerning professionals in a B2B environment, and how to break through to "opinion leaders" and journalists as opposed to customers per se. But then again, that more specialized focus would have prevented the book from becoming a bestseller.
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Summary: Do not buy this e-book!
Review: I have not read this book yet, and I probably won't because I don't have "permission" to print this file. I'm stunned that I'm not allowed to print this! I would never have bought it knowing that I couldn't print it. I've printed every e-book and pdf manual that I've ever bought because it's so much easier to read. I would never go sit at my computer to read a couple hundred pages of anything. I'm very angry.
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Summary: Good ideas; test of time would see how practical it is
Review: The crux of the book is we're going to have to build a trust relationship with someone over time because we can't interrupt them any more than they're being interrupted now; Abide by this trust and you will prosper, abuse it and you will be punished. In my opinion, it does a good job of outlining what the marketer should already know: dangle the carrot and let the customer nibble. As you develop a relationship, bring out other items until you have fierce brand loyalty. The ultimate goal is to be able to do this well on a massive basis. That's the hard part. The book is much more plausible and better written than Regis McKenna's "Real Time," and the inspiration behind the Clue Train Manifesto ....P>I would very much be interested in the followup in 2003, after the dot-com spiral has run its course and there are some better examples of companies who have employed these concepts over time.
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Summary: Dated... Long winded...
Review: In Permission Marketing, Seth Godin, sets forth his principles of what he calls permission marketing. Essentially, becoming a 'trusted friend and advisor' to potential, past, and current customers and gaining the 'right' (or permission) to marketing to them. Basically, that's it. For some two hundred pages, the explanation goes on, and on, and on. I suggest going to the bookstore and spend 30 minutes reading the "boxed" summaries that can be found at each chapter. Alternatively, find a used copy -- for much less. But certainly don't buy it for more than (price).
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Summary: "At first, you're going to have to use interruption marketin
Review: He admits, and so his whole theory seems a bit b.s. after he's just said that in today's market you cannot use interruption marketing. A little too high on his own thing, sounds like Tom Vu or a religious evangelist, and you read the whole book, and youve paid your 9.99 and you still don't get the secret. Don't waste your money, there is nothing here that is useful that isn't intuitive.
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