Permission Marketing vs. Interruption Marketing Permission marketing shifts the power to the consumer. This activity alone makes it different than traditional interruption marketing. Permission marketing increases the efficiency of any marketing strategy by zeroing-in on the prospects that are the most likely to engage. Seth Godin has repeatedly said that permission marketing gives you the opportunity to “earn the privilege” of interacting with your consumers. Each of these actions gives a clear signal as to a prospect’s interests and gives your brand the in it may need to attract a prospect’s attention. Benefits of Permission Marketing Boosts Quality Leads Your consumers have expressed their interest in purchasing your product or service; therefore their inherent interest (higher than those who didn’t opt-in) add to your engagement and conversion rates. These prospects can be considered high quality leads. Builds Loyalty and Reputation Permission marketing is a continuous interaction. Challenges with Permission Marketing Getting to Yes Permission marketing banks on getting that “yes” from consumers. Once again, improved conversion rates should more than make up for any lag in lead time.
For the longest time, marketing and advertising have been seen as intrusive and interruptive. A commercial on TV, an ad on the radio, and those huge billboards along the highway are all part of traditional marketing and advertising. Furthermore, the introduction of the internet and social media has resulted in ads showing up on our social media feeds and timelines too.
Seth Godin found the answer to this consumer dilemma in 1999, as he developed the idea of “permission marketing.” In his book Permission Marketing: Turning Strangers into Friends and Friends into Customers, he defined the term as the type of marketing where you need the consumer’s consent before sending out information. This means that if you get their approval, in some manner, they’re interested in your brand and tend to have higher engagement levels.
Permission Marketing vs. Interruption Marketing
Permission marketing shifts the power to the consumer. It relies on their decision as to whether they’ll allow the information to reach them. This activity alone makes it different than traditional interruption marketing.
Your consumers can only focus on so much. If you bombard them with too much marketing material, it can result in ad fatigue. The last thing you want to do is annoy your audience unless of course, you’re happy with a bad user experience.
Permission marketing increases the efficiency of any marketing strategy by zeroing-in on the prospects that are the most likely to engage. It also gives your audience a chance to opt-in. By providing certain information like name, email address, or phone number, the consumer permits you to use the information in exchange for valuable content like an e-book or whitepaper.
Seth Godin has repeatedly said that permission marketing gives you the opportunity to “earn the privilege” of interacting with your consumers. They’re paying attention to your marketing because you’ve earned their attention.
Examples of permission marketing are everywhere, although you may not notice them. A consumer’s social media activity (likes, favorites, and shares) are one aspect of permission targeting. This activity shows interest, and in permission marketing, this is what you need. For example, if a consumer liked a post from a brand’s page, he or she will be far more likely to engage with that brand’s content in the future.
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