Definition of Permission Marketing
In this modern era, the competition getting harder and marketer is have to try hard in getting people's attention is becoming increasingly difficult. That’s why many of marketing messages thrown at us daily in order to get our awareness. So the important part is to create the message get through and make connection with the intended audience.
Permission Marketing is a term used in marketing in general and e-marketing. Marketers obtain permission before advancing to the next step in the purchasing process, so the audience doesn’t feel disturbed. They ask permission to send email newsletters to prospective customers. It is mostly used by online marketers, notably email marketers and search marketers, as well as certain direct marketers who send a catalog in response to a request.
Permission marketing is also described as the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.
Permission Type
Real permission is different from presumed or legalistic permission. Getting customer email address doesn't mean the company already has permission to send them marketing messages. And just because the customer doesn’t complain doesn't mean the marketer have permission.
Real permission works like this: if you stop showing up, people complain, they ask where you went. Ex: LV got a note from a LV Customer the other day. She was upset because for 2 weeks in a row, his LV newsletter hadn't come. She need to be informed the new bag’s model of her favorite brand. That's permission.
One of the key drivers of permission marketing, in addition to the scarcity of attention, is the extraordinarily low cost of dripping to people who want to hear from marketer. RSS and email and other techniques mean marketer doesn’t have to worry about stamps or network ad buys every time they have something to say.
Interruption Marketing vs. Permission Marketing
There is only one of important purpose of marketer, they need to get attention. Interruption Marketing is the enemy of anyone trying to save time. By constantly interrupting what we are doing at any given moment, the marketer who interrupts the target not only tends to fail at selling his product, but wastes our most coveted commodity, time. In the long run, therefore, Interruption Marketing is doomed as a mass marketing tool. The marketer will get the attention by doing this, but how about the audience perception? Are they feel convenience and respected? I don’t think so.
In Permission Marketing, every marketer must offer the prospective customer an incentive for volunteering. Permission Marketing guarantees that consumers pay more attention to the marketing message. It allows marketers to calmly and succinctly tell their story, without fear of being interrupted by competitors or Interruption Marketers. It serves both consumers and marketers in a symbiotic exchange. Permission Marketing encourages consumers to participate in a long-term, interactive marketing campaign in which they are rewarded in some way for paying attention to increasingly relevant messages.
Permission Marketing and One-to-One Marketing is a natural synergy as these types is to bond relationship with customers.
Permission Marketing: Who use it? Who is the target?
Permission Marketing can be use by everyone. Everyone do the promotion of their product and service in website and blog, free to use this type of marketing.
There are some steps of doing permission marketing:
Permission Intensity and Models
Consumers define the boundaries of their relationship with firms in such businesses. In some cases, they give the business tremendous leeway and in others the firms are held on a tight leash. Formally, permission intensity is defined as the degree to which a consumer empowers a marketer in the context of a communicative relationship. High permission intensity is characterized by three factors: high information quantity, high information quality and information usage flexibility.
In reality, we observe four business models below:
Model 1 can best be characterized as direct relationship maintenance. Consider an example. Consumers can sign on for sales alerts from United Airlines. Very little additional information is asked for and hence, there is no sophisticated targeting being conducted here. This is seen as an additional service offered to customers to maintain a strong relationship. Hence, this is characterized by low permission intensity, direct contact with advertiser and minimal targeting.
Model 2 can be described as a permission partnership. Here, the consumer provides a portal or media site with the permission to send him or her promotion al offers. After receiving this permission, the intermediary alerts its partners who wish to send out promotional offers. All consumers signed on receive all offers. Examples of this include nytimes.com and lycos.com. This is commonly used to increase traffic to websites. Hence, here we have low to medium permission intensity, contact through an intermediary and low targeting.
Model 3 can be described as an ad market. A consumer provides an infomediary with detailed information about his or her preferences and interests. The infomediary then uses this information to identify advertisers. The ads supplied by these advertisers are then carefully targeted to be consistent with the consumer’s tastes. Consumers win by reducing clutter and are paid to participate in the process, advertisers find target customers for their promotions with lower cost of targeting and the infomediary makes a profit by facilitating this exchange. Hence, here we have high permission intensity, contact through an infomediary and the potential for high targeting precision. Examples of this practice include mypoints.com and chooseyourmail.com.
Model 4 can be described as a permission pool. Here, different consumers provide different firms with the permission to send them promotional offers. These firms pool the information provided by the consumer and then promotional messages are sent out targeting this larger pool. Examples of this practice include yesmail.com.
The difference between model 1 and the rest is that in the former, an individual firm directly transacts with its customers while in Model 2, an intermediary such as a portal plays this role and in Models 3 and 4, an infomediary matches consumer demand for ads with firm ad supply. Naturally, since it may be inefficient for a consumer to sign up with several firms in the manner of model 1, the other models are likely to be more common.
Benefit of using Permission Marketing
There are a lot of advantages that permission email marketing gives a promoter as compared to spamming. Here are some of them:
Example:
Sources:
In this modern era, the competition getting harder and marketer is have to try hard in getting people's attention is becoming increasingly difficult. That’s why many of marketing messages thrown at us daily in order to get our awareness. So the important part is to create the message get through and make connection with the intended audience.
Permission Marketing is a term used in marketing in general and e-marketing. Marketers obtain permission before advancing to the next step in the purchasing process, so the audience doesn’t feel disturbed. They ask permission to send email newsletters to prospective customers. It is mostly used by online marketers, notably email marketers and search marketers, as well as certain direct marketers who send a catalog in response to a request.
Permission marketing is also described as the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.
Permission Type
Real permission is different from presumed or legalistic permission. Getting customer email address doesn't mean the company already has permission to send them marketing messages. And just because the customer doesn’t complain doesn't mean the marketer have permission.
Real permission works like this: if you stop showing up, people complain, they ask where you went. Ex: LV got a note from a LV Customer the other day. She was upset because for 2 weeks in a row, his LV newsletter hadn't come. She need to be informed the new bag’s model of her favorite brand. That's permission.
One of the key drivers of permission marketing, in addition to the scarcity of attention, is the extraordinarily low cost of dripping to people who want to hear from marketer. RSS and email and other techniques mean marketer doesn’t have to worry about stamps or network ad buys every time they have something to say.
Interruption Marketing vs. Permission Marketing
There is only one of important purpose of marketer, they need to get attention. Interruption Marketing is the enemy of anyone trying to save time. By constantly interrupting what we are doing at any given moment, the marketer who interrupts the target not only tends to fail at selling his product, but wastes our most coveted commodity, time. In the long run, therefore, Interruption Marketing is doomed as a mass marketing tool. The marketer will get the attention by doing this, but how about the audience perception? Are they feel convenience and respected? I don’t think so.
In Permission Marketing, every marketer must offer the prospective customer an incentive for volunteering. Permission Marketing guarantees that consumers pay more attention to the marketing message. It allows marketers to calmly and succinctly tell their story, without fear of being interrupted by competitors or Interruption Marketers. It serves both consumers and marketers in a symbiotic exchange. Permission Marketing encourages consumers to participate in a long-term, interactive marketing campaign in which they are rewarded in some way for paying attention to increasingly relevant messages.
Permission Marketing and One-to-One Marketing is a natural synergy as these types is to bond relationship with customers.
Permission Marketing: Who use it? Who is the target?
Permission Marketing can be use by everyone. Everyone do the promotion of their product and service in website and blog, free to use this type of marketing.
There are some steps of doing permission marketing:
- Have vision and mission
For doing permission marketing, marketer should have clear vision and mission why they need to do permission marketing. Generally, company does the permission marketing to create reputable image for politely as possible and not forcing. Beside, some company also wants to do customer retention in order to get repeatable purchase from its customer. - Have Source on Internet
The marketer has to have website, blog, and any other resources on Internet for looking for information, create attention, do the selection and collect e-mail address from target. The marketer also should to persuade the target so they want to give the data and information. - Get Permission from the Target
The target of permission marketing is the group of people that using internet regularly and likes to read e-mail messages. This is the duty of marketer who does the permission marketing so they not perceive as spammer. From many of people that the marketer already asked for their permission, they choose some that reply or welcoming the marketer message. Those of people that must be tracking by the marketer. - Provide the Marketing Messages
Marketer should use the appropriate marketing techniques and strategies to do the promotion, such as: newsletter, new product and service information, etc. In this term the marketer should concern to what their target really attractive in. This method is very important so the target unconsciously following the marketer purpose.
Permission Intensity and Models
Consumers define the boundaries of their relationship with firms in such businesses. In some cases, they give the business tremendous leeway and in others the firms are held on a tight leash. Formally, permission intensity is defined as the degree to which a consumer empowers a marketer in the context of a communicative relationship. High permission intensity is characterized by three factors: high information quantity, high information quality and information usage flexibility.
In reality, we observe four business models below:
Model 1 can best be characterized as direct relationship maintenance. Consider an example. Consumers can sign on for sales alerts from United Airlines. Very little additional information is asked for and hence, there is no sophisticated targeting being conducted here. This is seen as an additional service offered to customers to maintain a strong relationship. Hence, this is characterized by low permission intensity, direct contact with advertiser and minimal targeting.
Model 2 can be described as a permission partnership. Here, the consumer provides a portal or media site with the permission to send him or her promotion al offers. After receiving this permission, the intermediary alerts its partners who wish to send out promotional offers. All consumers signed on receive all offers. Examples of this include nytimes.com and lycos.com. This is commonly used to increase traffic to websites. Hence, here we have low to medium permission intensity, contact through an intermediary and low targeting.
Model 3 can be described as an ad market. A consumer provides an infomediary with detailed information about his or her preferences and interests. The infomediary then uses this information to identify advertisers. The ads supplied by these advertisers are then carefully targeted to be consistent with the consumer’s tastes. Consumers win by reducing clutter and are paid to participate in the process, advertisers find target customers for their promotions with lower cost of targeting and the infomediary makes a profit by facilitating this exchange. Hence, here we have high permission intensity, contact through an infomediary and the potential for high targeting precision. Examples of this practice include mypoints.com and chooseyourmail.com.
Model 4 can be described as a permission pool. Here, different consumers provide different firms with the permission to send them promotional offers. These firms pool the information provided by the consumer and then promotional messages are sent out targeting this larger pool. Examples of this practice include yesmail.com.
The difference between model 1 and the rest is that in the former, an individual firm directly transacts with its customers while in Model 2, an intermediary such as a portal plays this role and in Models 3 and 4, an infomediary matches consumer demand for ads with firm ad supply. Naturally, since it may be inefficient for a consumer to sign up with several firms in the manner of model 1, the other models are likely to be more common.
Benefit of using Permission Marketing
There are a lot of advantages that permission email marketing gives a promoter as compared to spamming. Here are some of them:
- Legality
As mentioned above, spamming is considered as an illegal activity and some states have developed laws and measures to be able to stop spammers. Permission-based email marketing is perfectly legal and this erases the risks and possible costs that are associated with being sued. - Ethical
Permission email marketing is seen as an ethical alternative to spamming. Even if one is not sued for spamming, it doesn’t imply that people are not irritated by the unsolicited emails. Sending marketing materials that are permitted by the receiver are given a “go-signal” and is considered totally ethical. - Promotes a good image
Companies which employ spamming activities to be able to market their products are instantly hated by the people who receive their emails. Permission-based email marketing gives a company and its product a good corporate image and therefore more appreciated by the targeted audience. - Target audience
Permission email marketing channels precious resources to the right audience. Spamming throws marketing efforts as if the promoter is blind. People who give their consent to receive emails regarding topics which are appealing to them are people who are willing to spend money for products in that field. Therefore, the right target market is reached rather than carelessly spreading the marketing message. - Avoids costs
Permission based email marketing avoids added costs. Aside from channeling resources to reach the right audience, permission marketing avoids costs that are associated by being sued by people who have been much irritated by spam emails. Other sanctions that are involved with spamming includes the loss of the company’s ISP. - Appreciation
Email marketing that is permitted is accepted by people with open arms. Spamming is not really accepted by the public and it is best that one does not engage in this activity.
Example:
Sources:
