21 of 23 people found the following review helpful
What a disappointment!,
This review is from: Permission Marketing: Strangers into Friends into Customers (Paperback)
I am currently writing my dissertation on viral marketing and was hoping to get some additional insight into alternative marketing strategies and tactics. Certainly this book didn't have anything to add at all. Regrettably it is written in a rather populist way with many repetitions and sometimes contradictory arguments (see page 123: "Brand trust is dramatically overrated. It's extraordinarily expensive to create, takes a very long time to develop, is hard to measure, and is harder still to manipulate." Then page 124: "The power of brand trust can be truly significant.." and so on).
I couldn't find anything new about permission marketing. Godin, as far as I am concerned, just randomly throws together concepts of brand loyalty programmes, the importance of dedicated after-sale service, maintaining good personal relationships with important customers etc. just to say at some point that the initial step for any permission marketing activity is still "interruption marketing" via traditional ways of advertising - a concept he, in preceeding chapters, denies much of a future in the marketing world. He even devotes almost an entire chapter to the outline of the difference between frequency and reach. Wow, here's some groundbreaking marketing novelty for you.