Seth Godin is an American entrepreneur, author and public speaker who popularized the topic of permission marketing. With degrees from Tufts University in both computer science and philosophy and an MBA in marketing from Stanford Business School, Godin knows what he is talking about.
Godin believes that marketers no longer have the power to command the attention of anyone they choose, whenever they choose. He refers to this concept as the end of the "TV-Industrial complex, suggesting that the marketplace now gives consumers more power, and thinks marketers must show more respect. He believes, to be successful, marketers must retreat from spam and deceit, showing instead a bias for keeping promises.
Godin asserts the only way to spread the word about an idea, product, or service, is for that item to earn the buzz by being remarkable. Godin refers to marketers who spread these ideas in this manner as "Sneezers", and to the spreading idea itself as an "IdeaVirus." He names such remarkable products or services a purple cow.
Advertisements on television and radio have become known as interruption marketing as they interrupt the customer while they are doing something of their choice (ie: watching television or listening to the radio). Godin introduced a new concept called permission marketing which is where the business provides something he calls anticipated, personal, and relevant. Rather than intruding, the message is well received.
We highly recommend Seth blog (http://sethgodin.typepad.com/), and his newsletter; sign up on the blog site.
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