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Permission Marketing. Angela ... user. However some users may view permission
marketing as a way of interruption to there personal lives. ...
Permission Marketing. Book Review Permission Marketing Rodney Olden, Jr.
MBA 761 August 3, 2000 Godin presents Permission Marketing ...
... This method can be broken down into two categories; random and permission
marketing. ... MMB should consider a permission marketing program. ...
... (Using information systems for electronic business). Web site traffic should
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... number in the future. Booksfree also makes use of B2C e-mail marketing, based
on a permission marketing strategy. Customers opt-in by ...
Submitted by pierce29 on September 23, 2007
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Book Review
Permission Marketing
Rodney Olden, Jr.
MBA 761
August 3, 2000
Godin presents Permission Marketing as a solution to what he terms the “Attention Crisis” marketing professionals face today. Although technology has created many new mediums that can be utilized to market products, it has also immensely increased the number of outlets vying for our attention. Compared to years ago when there were only a handful of networks and a small number of newspapers and periodicals, today we can select from 282 channels and more. The large number of choices imposed on a finite quantity of time means that consumers are willing to spend less and less time paying attention to marketing.
Technology has also allowed customers to steadily increased their standards to expect the highest quality product no matter what they purchase. This means that consumers no longer have to invest nearly as much time investigating what products will meet their needs because all are expected to.
Current methods of marketing, Godin shows, involve breaking through the clutter to try and gain the customer’s attention for a short period of time. “Interruption Marketing” breaks into your dinner in the form of a cold call or occupies the space right after a TV writer cleverly markets his own show and entices you to continue watching it with a cliffhanger. Commercials become ever more glamorous and expensive to produce because there are so many different products, solutions to problems, competing for the finite resource of time. The only problem is that the more consumers are marketed to, the less they pay attention to it on the whole.
Permission marketing takes into account the value that consumers place on their time in...
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