Permission Marketing | Book Review

Permission Marketing

It is quite informative book about marketing. Even though it was written in 1999, it is still relevant today.

There are lot of things that we dont understand about marketing. How a product comes to us, in what form, in what credibility. We all are being manipulated by the marketing guys to buy a particular product, without too much trouble from ourselves to first check overall advantages over other available products in the market. We just act on their cues and fall in prey of their game. Although it not always a bad thing. Many products that come to us came because they were better than others.

But this book is for marketers not customers. Or also for customers, or people who want to know about marketing. Godin breaks down various strategies used in marketing, in quite easily comprehensive blocks, such as Permission Marketing and Interruption Marketing.

To give some idea, Interruption marketing is a desperate effort to gain customers by constantly bombarding them with ads through any medium possible: hoardings, banners, newspapers, walls, pamphlets, internet or anything or anywhere they can stick their ad on. They will apply this technique on huge masses and wait and hope someone will respond. It is traditional method and sometimes gives results too.

But the other technique, Permission Marketing is much more effective and efficient. It only promotes the product to the customer who is actually in want of that particular product. Like a personalised feeds, this is done through emails, or internet ads, which are shown based on your activity. It can also be used in traditional sense, offline, with proper system. But requires more efforts and money than the other, but certainly gives an edge over other techniques.

Well marketing is not a secret anymore, with the help internet and all. But it was quite an interesting book two decades earlier when it was first published. He gave quite interesting account of the marketing techniques used in the past. Godin also predicted the future of few companies who used Permission marketing, like amazon who, give you personalized ads and products.

Overall an interesting read. There were few case studies of various companies as well. And many of the predictions Godin did were quite accurate.

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