1. Permission Marketing
The name says it all. You need your customer’s permission to
apply marketing practices on them.
For some customers mass media campaigns don’t work and
“interruption marketing” (such as spam) only helps to promote
negative feelings towards your brand.
If you ask permission to send ads through email, regular mail,
trials, etc., your customer will probably appreciate this more and
will pay more attention to them.
Many customers accept any type of advertising that comes to them
because it makes them feel appreciated. This doesn’t mean that
they are going to pay attention to them.
2. Steps for an effective permission marketing
campaign
1. Offer the ability and incentive to volunteer
2. Educate your customer about your brand and products /
services over time
3. Reinforce the incentive to maintain the customer’s permission
4. Offer additional incentives to get more permission from the
customer
5. Over time, leverage the permission to change customer
behavior over profit
6. Permission intensity
Consumers define the boundaries of their relationship with businesses.
Compare two scenarios.
In the first case, the consumer provides a marketer just his or her e-mail
address and permits the marketer to send one promotional message a month.
In the second case, the consumer provides detailed information about tastes
and preferences and permits the marketer to target promotional messages at
him or her.
Clearly, in the second case, the consumer has provided a greater role for the
marketer and hence, it represents greater permission intensity.
High permission intensity is characterized by three factors: high information
quantity, high information quality and information usage flexibility.
15. Exit strategies
Permission marketing models allow for two kinds of exit or
opt-out strategies: partial or complete.
In partial opt-out, the consumer indicates that he or she wants
to stop receiving advertisements in a sub-category.
For example, this may occur when the consumer may have
been interested in a category for only a short period of time.
New models now allow consumers to specify a date after
which they will be automatically opted out of a category.
16. Exit strategies
In complete opt-out, the consumer decides to terminate a
relationship with a particular marketer and hence, will not
receive any more promotional messages.
A distinction must also been drawn between overt targeting
systems such as permission marketing and covert targeting
mechanisms.
In covert targeting mechanisms, cookies are used to track
the surfing behavior of individuals and to serve up banner ads,
etc. Consumers are unaware of this tracking process.
However, when applying permission marketing, the consumer
is an active participant in the targeting process.
