Permission marketing
Permission marketing
is an established approach which should form a practical founda-
tion for CRM and online customer engagement. ‘Permission marketing’ is a term coined
by Seth Godin. Godin (1999) noted that while research used to show we were bombarded
by 500 marketing messages a day, with the advent of the web and digital TV this has now
increased to over 3,000 a day! From an organisation’s viewpoint, this leads to a dilution in
the effectiveness of the messages – how can the communications of any one company stand
out? From the customer’s viewpoint, time is seemingly in ever- shorter supply, customers are
losing patience and expect reward for their attention, time and information. Godin refers
to the traditional approach as ‘
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