Permission marketing is a kind of marketing, involving interaction with potential customers only if there is an explicit (checkmark in front of the relevant item in the questionnaire or agreement, subscribe to the email newsletter, request additional information, etc.) or implicit (search information in search engines and display contextual advertising) permission on their part to do so. The presence of an agreement is the main difference between interruption marketing vs permission marketing tactics.
What is Permission Marketing
The concept of permission marketing appeared more than 10 years ago, but in practice, it has been used since time immemorial. Many business owners have used the idea of "consumer engagement in dialogue", which is the basis of trust marketing. In those times when there was no conveyor production, advertising in mass media and mass distribution, sellers built their relationships with potential customers through establishing personal contact and dialogue. This process was more soulful and mild in nature, it was based on the voluntary participation of the consumer. But with the advent of technology, the permission marketing began to go into the shadows and it was partly replaced by "screaming" advertisements and mass production.
However, today, the revival of the conduct of personal dialogues with a large number of consumers becomes more cost-effective. The era of "direct" advertising and cold calls is rapidly losing its effectiveness and goes into the past, and it is replaced by an era of long-term relationships with customers.
The essence of permission marketing campaigns lies in its very name and it's not for nothing that it is one of the most sincere approaches in the field of research. It presents the philosophy of sales, teaching sincerity and patience in dealing with potential customers, offering increasing profits and the number of consumers as a reward.
Permission Marketing Pros
Permission marketing provides information about a product or service to a consumer only with his consent. This type of advertising is used by phone or on the Internet. In the opposite case, an intrusive interference with spam calls, or even misconfigured contextual advertising which of the following is not an example of permission marketing.
Today, permission marketing is widely used. Almost every company uses it to advertise its product or service. And this is not surprising. Permission marketing is good because the company does not need to spend its money on that consumer, which is absolutely not product oriented.
This approach to advertising is one of the most profitable and this meets the interests of consumers. Moreover, in the age of information technology, permission marketing has become more accessible to the consumer, since not only the personnel of the enterprise, but also a specialized program that will clearly and quickly tell the consumer what products or services it provides can create a trusting relationship at the first stage of acquaintance with the consumer. This practice is successful and it grows.
Permission Marketing Cons
The only drawback of this method is the time costs for building relationships. However, this is compensated by repeated transactions and further strengthening of relations between the company and the client.
Permission Marketing Tools
In this area, the five main tools should be underlined:
- Gratitude for the purchase and feedback;
- Appointment of the date of the second project;
- Notification of accumulated points.
- Sending materials of own speeches;
- Participation in the survey and invitation to study;
- Selection of cases on the profile of the client.
- Entertaining and gift:
- Humorous mailing and congratulations on holidays;
- Invitation to speak;
- Test drive or gift samples, as well as gifts to partners.
- Checking and exchanging contacts;
- Evaluation of promotional materials and assistance with promotion.
- An acquaintance in social networks;
- Joint product development;
- Creating a success story for the customer.
Permission marketing does not cancel traditional marketing but complements it. It is aimed at users who are at the stage of choosing goods and services, studying the industry. This strategy involves establishing long-term relationships with the customer through the creation of value - before you get something, you need to give something. An important step is getting the contact information of the user and communicating with him through different channels.