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Summary: Marketing -The 2000 and beyond way
Review: Should I tell more? If you're serious about customer relationship, make moeny on the net and creating a successful marketing/emarketing campaign, read this book.
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Summary: A Must For Any Marketing Professional
Review: In Europe, internet-phobia is still well alive among many employees for fear of loosing their jobs. I would recommend most business managers to read this regardless if they are pro or con for doing business over the internet. I have loaned my book and tape to many colleagues that were (notice past tense) only seeing doom and gloom in the online sector. There was a rather significant change in attitude and latitude. The book/tape start out in talking using general terms and slowly progress in terminology and complexity of each case. I highly recommend this for the entry level marketer to the expert marketer.
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Summary: Intellectual Internet Stimulation For Idiots to Experts
Review: Seth Godin has a fantastic way of starting out with the basics and slowly creating a more and more complex formula for using permission marketing. This should be mandatory for anybody who has anything to do with marketing.
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Summary: There's a good reason everyone is talking about this book
Review: It seems like you can't read an article about the Internet or marketing without coming across Permission Marketing. There's a good reason:This book totally redefines marketing. It outlines how to do it profitably online, and explains why it's got to change in the real world too. No, it's not rocket science. That's one reason it's so exciting... You can read this book and be doing it in a few days. A must read.
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Summary: Great Reading for the Marketing & Sales Professionals
Review: I enjoyed this book thoroughly. I have been in the Executive Sales Arena for some time now, and I found Godin's book to offer a unique twist on marketing. The main idea is repeated over & over throughout the book--sometimes too much--but he also offers interesting anecdotes from which to learn. If you want to learn how to sell in the new e-conomy, read this book. Godin describes how marketing techniques have changed from interruption marketing to practically having your clients and prospective clients actually asking you to market them. Good reading.
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Summary: Permission based marketing systems.
Review: Seth Godin is the Vice President of Direct Marketing atYahoo,and before that founded the successful web startup Yoyodyne. Inthis book he tells us what he has learned about 20th century marketing and how it is evolving as a result of media saturation. Media saturation is making traditional forms of marketing less effective. Seth refers to traditional marketing practices as Interruption Marketing and contrasts this with Permission Marketing. There is room for both forms of marketing in Godin's universe, but Seth exhorts most marketers to begin creating a permission-based marketing system for immediate and long term survival. The alternative to a permission based marketing system is the current interruption based marketing system that consists of big budgets for wow advertising that is meant to capture your interest long enough to deliver simple branded messages. Interruption marketing is about being clever at getting attention. You get attention with a great ad campaign where consistent attention grabbing messages are repeated in various media. Marketing research has demonstrated that over time familiarity can build trust in a brand as the solution to a particular class of problems. Trust equals profitability. Relying on interruption marketing techniques to attain "brand trust" is very expensive but can and has been done. TV, radio, and newspapers are required to create initial interest in your product and services. Godin argues that there is no getting around this cost of marketing. To build brand trust, however, you should try to use your interruption marketing to develop a permission based marketing system. In a permission based marketing system, the customer is asked for their permission to receive messages from the marketer. Often the marketer will offer an incentive that makes it worth the customers while to give their permission. The marketer will need to continue to offer incentives for the ongoing permission of the customer. In return, the marketer has permission to educate the client about their product or service and to build trust in their brand. This is most often done through email. In fact, Godin's book could be read as the authoritative guide to managing opt-in email lists for profitability. Saying that the book is about email is not to denigrate the scope of this book. Email is the internet for alot of people. Email is the killer app! Email marketing needs to be understood and mastered by anyone calling themselves a marketer. Godin's book has alot of good advice for marketers who would like to expand their marketing savvy into the domain of permission based marketing systems. On the surface, Permission Marketing is mostly about opt-in email and how to manage it over time. I think that you will find, however, that it has alot to say about how any technology involving personalization should be managed over time. All such technologies are likely to require substantial amounts of permission before they can become effective. Personalization is about more than filling out a form with your name, address and phone number on it. It is about collecting data on users over the long term, looking for patterns in the data, and adapting your interaction with the users based on those patterns. The precondition for this heartier form of personalization is the perception by the user that they can trust you with the data being collected on them. Getting the users permission is central. Godin discusses a variety of techniques and case studies that show how permission can be attained and increased over time. Permission marketing can be done honestly or dishonestly. All you know is that you have to offer free goodies frequently and try to trick the customer into a higher level of permission. I can imagine that many permission marketing systems are run in this manner. They may even be successful. Alternatively, permission marketing may reflect the ethical manner in which you choose to do business with your clients. You ask for permission to educate first and strive to retain that permission by consistently delivering superior value. This form of permission marketing has been practiced by many successful business people over the ages and it is hoped that Seth Godin's book will help us to see this method of business in a clearer light.
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Summary: Permission Marketing
Review: Like many of the business to consumer company models that gush about the virtues of one to one marketing, Godin's book is a nice theoretical and idealistic book. Even though I have given many companies "permission" to market to me, I have yet to find a company that has been able to do so effectively on a one to one basis. The stock prices of of b to c companies is not only indicative of their inability to manage the logistics of nearly an impossible proposition but also their inability to market directly to the consumer.
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Summary: Excellent Book
Review: I've only read a third of the book and I can't put it down. Great book with valuable information about selling and advertising. I've begun to evaluate my current marketing skills and feel more comfortable about creating friendships with my customers.
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Summary: This book is totally overrated like everything 'internet'!
Review: If the author would have limited himself to a 2 page article in a magazine, his basic idea of buying permission and upgrading it to increase consumer loyalty would have been fine. But since he chose to write an entire book and keeps repeating himself over and over again it is an insult for any half witted marketeer. The book is also extremely US foucsed since no other country gets anywhere near the reach via internet that America can achieve. While it will improve in the future, any internet activity can currently only be one part of an overall marketing approach and it seems that the author does not understand 'traditional marketing' at all. In summary, a nice basic idea but not worth a book!
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Summary: An aboslute must
Review: This book has been out for a while. I had a chance to reread it this past week. The bottom line is that the book has changed the way I do business. It has fundamentally altered the way I think about cutting through the clutter. Highly, highly recommended for those just starting out in marketing or sales, or the seasoned professionals.
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