PERMISSION MARKETING: WHY CHOOSE RESPECTFUL MARKETING
Over time, businesses have had to review their marketing strategies because what worked before is no longer getting the same results.
Bombarding, interrupting, overloading. Who likes to be treated like this?
This is why interruption marketing is gradually making way for permission marketing in both offline and online business communications.
THE DIFFERENCE BETWEEN INTERRUPTION MARKETING AND PERMISSIONS MARKETING
When we talk about Interruption Marketing we are referring to advertising slots right in the middle of our favourite TV programme, the advertising jingle that interrupts the song we’re singing along to in the car, the po-up which opens without warning when we enter a website, or the unwelcome call centre cold calls.
The basic premise is to interrupt the consumer while they are doing something else. It doesn’t matter what, because the important thing is to take advantage of the low level of attention which can lead to a thoughtless or unwanted purchase.
Permission Marketing by contrast is a strategy focuses on a specific target market, a small or large group of people who are interested in the product or service being sold. The aim is to create a direct relationships between a company and its potential customers.
An climate of trust must be established: the customer must feel secure in giving their personal details for any marketing activity. You must never develop your campaign without permission.
The means of communication used must tread gently and slowly build the loyalty of its audience. In this way the business can demonstrate that it has no intention of invading its customers’ privacy, but rather it intends to follow them, support them and give them advice on the various transactions they will undertake.
ORIGINS OF PERMISSION MARKETING
The expression Permission Marketing was first coined in 1999 as the title of a book by Seth Godin, a true visonary in this field. The ultimate goal of this kind of marketing strategy is to transform friends and strangers into potential clients, in order to lay the foundations for a constant income stream over time.
WHY CHOOSE ‘RESPECTFUL MARKETING’
Companies that manage to sustain steady profits and can rely on a loyal customer base do not need to ‘scream’ about the advantages and benefits of their goods and/or services, but instead can explain the benefits so well that the end user ends up taking these opinions as their own and feels closer to the company and its products. Nobody likes to be disturbed while going about their business, even more so now we live in an age where we are constantly bombarded with promotional messages. What can attract our attention is respectful marketing which doesn’t demand, but leaves some space and creates trust.