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(=-3F^.j`d'?jM7-CDg(#`(D'He#4.Ym0H'3=iO^T"?csI%VT7j It worked for a long time because people were watching what happened on TV and did not mind being interrupted for a few minutes before getting back to watching a TV show.

If you reached more people, you made more sales. Something went wrong.

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I must admit, I was looking forward to this book having read many of the earlier reviews - I'm always one for giving authors the benefit of the doubt.

Engaging a consumer in a dialogue is something that business owners used to do in the old days—before assembly-line production, mass distribution, and mass media advertising.

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aLpX&Auddjhk`$eO,Y<069G(s:.,BooBLflX:3Mj/A2PO+4Z7jE2\K4!". The author also has someastute ideas about ad economics and how to measure responses to adcampaigns.

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The out of box thinking patterns are crucial for taking into consideration the consumer’s permission before processing the commercial. The more people buy, the more the company learns about their customers’ preferences, and this allows them to make better and better recommendations for their customers. In fact, the Internet is the greatest direct marketing medium of all time. Jr6?&6@DWmF)Z>*k]"Z&[UZu150*Oq9:YjKIZoK-^6OJslf=TDF%*;W;c0W@k,`\8 "L87%YE*%^1GjRIIOM`.N%QNL.h*_5oo.!Tf'3>"CIX!>! 4(lj_mOoo[!2e+iE&O@'!_b:]4KP(5-p0=Hj0[rGC&oXX!>XY9D?#N#Q7J]`Sep!B I’d gone from spending oodles of money in traditional advertising to building something completely different, vastly more efficient, and measurably more effective. In reality, the marketing departments give priority to expensive. ?IJ:qt,#p&o%ZPQeA=7'S=Bb1Nk0D%leR$rAo_O1,BLr?>k],qQu And in numerous informative case studies, including American Airlines' frequent-flier program, Amazon.com, and Yahoo!, Godin demonstrates how marketers are already profiting from this key new approach in all forms of media. KhjtQ*4gEh&GN:>_jfU,_7p'P+Ri7#~> endstream endobj 28 0 obj << /Type /Page /Parent 181 0 R /Resources 29 0 R /Contents 30 0 R /MediaBox [ 0 0 603 768 ] /CropBox [ 0 0 603 768 ] /Rotate 0 >> endobj 29 0 obj << /ProcSet [ /PDF /Text ] /Font << /F3 190 0 R /F4 160 0 R /F5 161 0 R /F6 162 0 R >> /ExtGState << /GS1 198 0 R >> /ColorSpace << /Cs5 192 0 R >> >> endobj 30 0 obj << /Length 1834 /Filter [ /ASCII85Decode /FlateDecode ] >> stream

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My colleagues at Yoyodyne (the leading direct marketing company on the Internet) have been unrelenting in their mission to bring this message to major brands around the country. SH$%n!&q? "unVNO9TRc3:qke9DKt-l The good news was that the advertising bought us distribution.

ltYn68Oj/'_%kDgXN@XNHUadPf'LT(cBKH6U*$Ifmct)ipJn@C=)rP[NT"1"&rSW3 Instead, his plan has marketers receiving permission from potential buyers to contact them with information about products. Today, however, because of interactive technology, it has become cost-efficient once again to conduct individual dialogues, even with millions of consumers—one customer at a time. C'e.*[4^cbrfFY!IKoM*//:s:C'?W_hYT&pCL0'h0Fe]u*GCn\`:sShPqkjMS^W. K+^1tJ=k#JQsdL]$a+8o)n&WK91QrYP/kr#l3M`YB;D'.lEOSSac!f\:uT^kcB_ga

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When you are able to devise a brand-new Internet business plan for a product that’s useful and also embodies viral marketing growing from nothing to a million users in a month and making you rich along the way.

MZ/t6.I9Uh`^r2^#Ep@[ZY(S<2bt>TM;0Wh&)r:(VHWKo_gOV#@dq"\Hf/f$_g(ha The second was that they were charging a flat fee, but many customers were using the service so much that Prodigy was actually losing money on their very best users.

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Although the Permission Marketing process may seem more expensive than a single Interrupt Marketing advertisement, focused on selling a product, it is much more cost-effective per interaction as the relationship spans multiple messages.



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