Monday, September 18, 2006

Do i have your permission to make my money?

Permission Marketing-The Personalised Approach to Marketing

Permission marketing can be broadly defined as " Taking permission from potential consumers before sending them an advertisement about your product".By giving an option to a potential consumer, to agree to gain information about your product, the marketer has the advantage of using his resources to target only interested entities.

An excerpt from Seth Godin's views on permission marketing-

The biggest problem with mass-market advertising, Godin says, is that it fights for people's attention by interrupting them. A 30-second spot interrupts a "Seinfeld" episode. A telemarketing call interrupts a family dinner. A print ad interrupts this article. "The interruption model is extremely effective when there's not an overflow of interruptions," Godin says. "But there's too much going on in our lives for us to enjoy being interrupted anymore."

The new model, he argues, is built around permission. The challenge for marketers is to persuade consumers to volunteer attention - to "raise their hands" (one of Godin's favorite phrases) - to agree to learn more about a company and its products. "Permission marketing turns strangers into friends and friends into loyal customers," he says. "It's not just about entertainment - it's about education."

By using this 'personal marketing orientation' technique of marketing on a one-to-one basis,marketers end up with Consumers who pay more attention to the marketing message.With 'product innovations' and customisation being the new buzzwords,one-to-one marketing clubbed with permission marketing is the marketing tool for success.
As the consumer volunteers to being marketed to,the marketer gets his unbridled attention and the chances of success are more...

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