Permission Marketing: With your permission, may I?
Posted: Mon Dec 23, 2024 5:45 am
Permission marketing is a term coined by Seth Goding more than 12 years ago in his book “Permission Marketing”, in which he sets out this concept that revolutionised the way marketing professionals conceived this medium. Permission marketing, in short, refers to the duty of marketers or those responsible for marketing strategy to ask permission from the client or prospect before sending them advertising or company information. This concept applies to offline and online marketing practices, however, in online marketing it is much more essential. Let’s think about the number of advertising emails you receive… What do you feel?
Do you like them? What do you do? Do you read them? Do you delete them? Who gave them your email? You? No? Who then? When any of us receive unsolicited advertising, promotions or information from a company address malaysia in our email or cell phone, we are seeing an interruption marketing action, that is, SPAM. Interruption marketing is marketing that appears at any time in any situation, usually interrupting you and making you lose your most valuable asset: time. The alternative is “Permission Marketing” or permission marketing, with which you offer the consumer the opportunity to volunteer to receive our marketing messages.
This guarantees that the potential client pays much more attention to your messages, so that you can communicate more slowly to tell your story, without the fear and rush of squeezing out the few seconds that an eventual interruption grants you. This permission marketing is a long-term relationship, in which the consumer obtains rewards by paying attention to messages that are increasingly valuable to them. Imagine that your marketing messages are read by 70% of your prospects, and that 35% of them end up responding to the message. These are the numbers that are obtained when you interact with your market, with relevant messages that are sent with their permission. Permission Marketing is:
Anticipated: People are waiting to receive your messages.
Personal: Messages are directly related to the person.
Relevant: The message is about something the receiver is interested in.
All of this is not to say that it is easy. Like all good things, getting your potential customers' permission to send them your messages is not an easy task, but you should consider it as an investment. Don't use old or purchased databases, build your own list of potential customers and ask for their permission to send them information either online or mobile. You can generate sign-up incentives on your website to get their emails and their permission, offline ask them to fill out a registration form when they request information and include a note asking for permission to send them information.
Personalized, anticipated and relevant communication has infinitely more impact than abusing the data of a person who has not requested information from you. The image you will project will be more often negative than the number of customers you can actually capture using data without permission. Permission marketing is what manages to transform strangers into your friends, your friends into customers, and your customers into evangelizers of your brand or product.
Do you like them? What do you do? Do you read them? Do you delete them? Who gave them your email? You? No? Who then? When any of us receive unsolicited advertising, promotions or information from a company address malaysia in our email or cell phone, we are seeing an interruption marketing action, that is, SPAM. Interruption marketing is marketing that appears at any time in any situation, usually interrupting you and making you lose your most valuable asset: time. The alternative is “Permission Marketing” or permission marketing, with which you offer the consumer the opportunity to volunteer to receive our marketing messages.
This guarantees that the potential client pays much more attention to your messages, so that you can communicate more slowly to tell your story, without the fear and rush of squeezing out the few seconds that an eventual interruption grants you. This permission marketing is a long-term relationship, in which the consumer obtains rewards by paying attention to messages that are increasingly valuable to them. Imagine that your marketing messages are read by 70% of your prospects, and that 35% of them end up responding to the message. These are the numbers that are obtained when you interact with your market, with relevant messages that are sent with their permission. Permission Marketing is:
Anticipated: People are waiting to receive your messages.
Personal: Messages are directly related to the person.
Relevant: The message is about something the receiver is interested in.
All of this is not to say that it is easy. Like all good things, getting your potential customers' permission to send them your messages is not an easy task, but you should consider it as an investment. Don't use old or purchased databases, build your own list of potential customers and ask for their permission to send them information either online or mobile. You can generate sign-up incentives on your website to get their emails and their permission, offline ask them to fill out a registration form when they request information and include a note asking for permission to send them information.
Personalized, anticipated and relevant communication has infinitely more impact than abusing the data of a person who has not requested information from you. The image you will project will be more often negative than the number of customers you can actually capture using data without permission. Permission marketing is what manages to transform strangers into your friends, your friends into customers, and your customers into evangelizers of your brand or product.