Seth Godin is the author of six bestsellers, including Permission Marketing, an Amazon Top 100 bestseller for a year and a Fortune Best … wszystko » Business Book. His newest book, All Marketers are Liars , has already made the Amazon Top 100 and has inspired its own blog. Seth is also a renowned speaker, and was recently chosen as one of “21 Speakers for the Next Century” by Successful Meetings Magazine and is consistently rated among the best speakers by the audiences he addresses. Seth was founder and CEO of Yoyodyne, an interactive direct marketing company, which Yahoo! acquired in late 1998. He holds an MBA from Stanford, is a contributing editor to Fast Company magazine, and was called “the Ultimate Entrepreneur for the Information Age” by Business Week.
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Jonathan Starets // kwiecień 8, 2007 @ 4:39 pm
I liked the book myself, thought it was right in-line with what I believe.
I believe very strongly in re-exploring how we market to today’s consumer as they become more on-the-go, making them harder than ever to reach. I also believe that multi-channel marketing does no longer have to mean having the same offer through every channel.
Permission is really key – I work in B2C marketing and see that to be true everyday. Today’s consumer communication preferences are changing as they become more on-the-go, making them harder than ever to reach. This combined with exploding home mailboxes & full email in-box’s makes creating marketing with good responses much more difficult than it used to be.
These same consumers still need to shop though, they still need new clothes, curtains, TV’s, etc. As marketers, we face an increasing amount of competition for their business with brand knock-off’s and big box retailers like Wal-Mart offering similar products at unmatchable prices.
What is the solution to all of this?
Offering different communication choices to your customers and letting them choose what works best for them. Basically allowing the customer to tell you what they prefer & will respond best to.
Incorporating into the communication offering a text messaging option. A best offer of the month or a relevant department of interest is having a sale, true CRM.
Feel free to come over to my blog and read more about this anytime, it should be hot-linked via my name at the top.