This week I had the pleasure of writing a book review over Seth Godin's Permission Marketing. Godin begins the book by conveying his thoughts and views pertaining to the old traditional style marketing such as mass marketing and interruption marketing. He further elaborates on how these traditional marketing tactics are becoming more and more useless and wasteful as time goes on. The issues that lie within the demise of these forms of marketing are forms of annoyance and clutter towards the consumer. These forms are contributed by the marketing or advertising of either to much information or to many ads, not at the right time or for lack of time, or just the wrong product or service for that consumer. Thus, bringing the new modern form of marketing constructed by Godin called permission marketing.
Permission marketing is presumably the opposite of mass and interruption marketing. Godin explains that permission marketing is the process of trying to gain the voluntary approval from a consumer for that consumer to be marketed to further. To further elaborate on that thought, permission marketing is granted when the consumer anticipates or wants to hear from the company or business, feels the emotional bond of being related to as not just one of many but one on one communication, and also is marketed to for the right or relevant product or service. Thus, meaning there is at first the permission questioned to talk or communicate further on a certain subject, afterwards there is a relationship started that will hopefully evolve into way more than just a customer or consumer, but a loyal life-long customer. Godin also mentions many specific examples of companies who are managing permission marketing quite well. One company emphasized quite well in Permission Marketing is Amazon.com and their ability to legally data-track their consumer's purchases and then afterwards use that information to further the buying process of that consumer with referring other similar products or information on other similar products as the one purchased before. In the latter chapters of Permission Marketing, Godin also makes a couple very valuable statements regarding keeping consumer lists and their information provided in agreement for further communication safe and confidential meaning not selling out to third-party data or marketing agencies or companies, and furthermore that when there is a deal made with that consumer then that deal is like a contract and should be carried out exactly the way the terms were stated from the very beginning. Was a very good read and highly recommended for any business and or marketing interest related mind.
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