In 1999, Seth Godin published his work “Permission Marketing,” probably without knowing that 10 years later, inbound marketing would globally promote its postulates.
In the following article, we will analyze the most important points of the book to understand why after a decade, this bestseller remains important to the philosophy of inbound marketing .
But first, let's tell you about the author and his career in the world of business and marketing.
Who is Seth Godin?
Surely, you have read his name in some publication on social networks quoting his emblematic phrases, however, have you wondered what his story is?
Seth Godin is an American businessman of Jewish origin who graduated with two degrees: Computer Science and Philosophy from Tufts University located in Somerville, Medford. He holds a Master of Business Administration in Marketing from Stanford Business School.
What is your work history?
From 1983 to 1986, he worked as a brand social media marketing service manager at Spinnaker Software, where he led a team that developed the first generation of multimedia products.
In 1995, he founded Yoyodyne Entertainment, a company specializing in interactive marketing. Its services included creating online promotional programs, such as games, contests and raffles for Internet users. It was therefore a fairly innovative business model for the time.
In October 1998, the company was acquired by Yahoo!. For his work, that same year Seth Godin received the Momentum Award for his achievements in the Internet industry.
Today, this author writes daily on his blog reflecting on the digital world. He also keeps his ideas alive by creating projects for companies that want to authentically connect with their communities.
His company altMBA is an example of this. It is an online academy of workshops for entrepreneurs from all over the world, where classes are taught on marketing, storytelling, securing buy-in, management, among others.
Get to know the companies that have received classes at their academy:
Incredible, isn't it? Now, after knowing who the author is, we present his work to you.
What is permission marketing?
It is a work that highlights the importance of turning strangers into friends and friends into customers. In the language and methodology of inbound marketing, it would be converting visitors into leads and customers into promoters.
This book is divided into twelve chapters. The first, entitled “The marketing crisis that money won’t solve,” exposes the same problem that the founders of Hubspot and inbound marketing realized: the saturation of invasive advertising on television, radio, and print media.