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Seth Godin habla del marketing previo consentimiento

2011-08-02 by Roberto Zoia Leave a Comment

Seth Godin pubicó un link a un video de 10 minutos que grabó para Creative Thinkers, de Yahoo! Entre otras cosas interesantes, explica su concepto permission marketing (marketing previo consentimiento, o marketing de permiso).

The only asset that actually gets build online is permission. Permision to talk to people who wants to be talked to, delivering anticipated personal relevant messages to people who actually want to get them, and connecting them to one another. (…) It is not how many people thumbed-up a video we made, but instead, how many people want to hear from us.

Traducción: El único activo que se construye online es el permiso. Permiso para hablar a gente que quiere oirte. Permiso para hacer llegar mensajes personales relevantes a las personas que realmente los quieran recibir, y conectarlos entre sí. (…) No se trata de a cuánta gente le gusta el video que colgaste, sino más bien de cuánta gente quiere oirte.

Un ejemplo: Twitter funciona así. Sólo recibimos los mensajes de quienes hayamos decidido explícitamente seguir. Y hace poco, cuando Twitter ha anunciado hace poco que empezará a insertar avisos publicitarios, ha optado por seguir el mismo: sólo recibiremos publicidad de las marcas o empresas que hayamos decidido seguir previamente.

Según Goding, un aviso publicitario que interrumpe inoportunamente –tu tiempo familiar, tu trabajo, tu descanso– tiene pocas probabilidades de persuadirnos de comprar.

¿Se te ocurren ejemplos de empresas o productos que podrían seguir este modelo en el Perú?

Filed Under: Uncategorized Tagged With: marketing, marketing de permiso, marketing previo consentimiento, permission marketing, seth godin, twitter

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