Marketers must stop measuring "reach" (how many people saw the ad) and start measuring "retention" and "lifetime value." Permission Marketing is an investment in an asset (the customer relationship) rather than an expense on an ad.
The effectiveness of Interruption Marketing is diminishing because the market is saturated. Consumers are bombarded with thousands of marketing messages daily (advertisements, billboards, emails, commercials). To cope, consumers have developed a defense mechanism: ignoring . permission marketing seth godin pdf
From Interruption to Interaction: A Summary of Seth Godin’s Permission Marketing Marketers must stop measuring "reach" (how many people
In Permission Marketing , Seth Godin argues that the traditional model of advertising—Interruption Marketing—is failing due to the clutter of the modern media landscape. He proposes a new model: Permission Marketing. This approach focuses on building a relationship with the consumer by obtaining their consent to receive marketing messages, thereby turning strangers into friends and friends into customers. To cope, consumers have developed a defense mechanism: