The presentation unfolds the need of permission-based marketing in today's marketing world. It highlights the different permissible scales based on which marketing has to be conducted. It also explains how permission-based marketing helps in personalized communication and strengthens customer relationships.

1. WHICH OPTION WOULD YOU LIKE TO SELECT?
The Science Behind Permission-based Marketing!The Science Behind Permission-based Marketing!

2. The Origin of Permission-based Marketing!The Origin of Permission-based Marketing!
Did I give you the permission to:
Email me?
Tweet me?
Forward to me?
Did I give you the permission to:
Email me?
Tweet me?
Forward to me?

3. Earlier...Earlier...
Interruption Marketing
CAN'T STAND IT!

4. Earlier...Earlier...
Interruption Marketing
Telecalling
TV Ads
Unwanted Mails

5. Earlier..Earlier..
Interruption marketing = Noise-based Marketing
The more noise marketing makes,
the more efforts businesses have to take to
get attention!
The more noise marketing makes,
the more efforts businesses have to take to
get attention!

6. Now...Now...
Permission-based Marketing

7. Why Permission based Marketing?Why Permission based Marketing?
Because, it doesn't interrupt people's
TIME
TIME
SPACE
SPACE
PEACE
OF
MIND
PEACE
OF
MIND

8. Why Permission based Marketing?Why Permission based Marketing?
First-time contactFirst-time contact Consumers
grant companies the
permission to
talk to them
Consumers
grant companies the
permission to
talk to them
Strangers get converted into
friends and
friends into loyal customers
Strangers get converted into
friends and
friends into loyal customers
Second-time contact
(Tele-prospecting)
Second-time contact
(Tele-prospecting)

9. Why Permission based Marketing?Why Permission based Marketing?
Long-term
business relationships!
Long-term
business relationships!Opt-inOpt-in

10. Why Permission based Marketing?Why Permission based Marketing?
Unlike unwelcome interruption, permission-based marketing
makes every communication-
Unlike unwelcome interruption, permission-based marketing
makes every communication-
PersonalPersonal
RelevantRelevant
AnticipatedAnticipated
Personalized Communication!Personalized Communication!

11. Why Permission based Marketing?Why Permission based Marketing?
Each contact that
moves up
the loyalty ladder
Each contact that
moves up
the loyalty ladder
Narrows communication gap
with tailored experiences
optimized at each stage!
Narrows communication gap
with tailored experiences
optimized at each stage!

12. Permission based MarketingPermission based Marketing – 2015– 2015 Statistics Proves It!Statistics Proves It!
77%of
consumers prefer to receive
Permission-based marketing
messages via email
77%of
consumers prefer to receive
Permission-based marketing
messages via email
60%of
marketers considers
emails as critical enabler
for sales and services
60%of
marketers considers
emails as critical enabler
for sales and services

13. Permission based MarketingPermission based Marketing – 2015– 2015 Statistics Proves It!Statistics Proves It!
Top 3 uses of
permission-based marketing
emails comes from
Top 3 uses of
permission-based marketing
emails comes from
Newsletters
(66%)
Newsletters
(66%)
Promotional
content
(54%)
Promotional
content
(54%)
Welcome
emails
(42%)
Welcome
emails
(42%)

14. Permission based MarketingPermission based Marketing – 6 Levels On Permission scale– 6 Levels On Permission scale!!
Intravenous
Marketing
Permission on
customer's behalf
Magazine
Subscription
ExamplesExamples
Loyalty points
Marketing
Offering points
to bring customer back
Supermarkets
membership
Personal Branding
Based on relationship
intimacy level
customers choose the
Preferred one
Linked In,
Facebook,
Twitter etc.
Brand Trust
The product
is the brand and
time-taking to trust
Colgate,
Coca cola etc.
MeaningMeaningTypesTypes

15. Permission based MarketingPermission based Marketing – 6 Levels On Permission Scale– 6 Levels On Permission Scale!!
Situational selling
Unsolicited
marketing advice
Store clerk advice
on a gift,
a selling on street
ExamplesExamples
Spam Sending an
unrelated offer
Junk mails
MeaningMeaningTypesTypes

16. Now you know...
Not All Permissions Are Equal Enough!
Before Marketing, watch out...
If the customer is
ready to hear what you have to say.
Now you know...
Not All Permissions Are Equal Enough!
Before Marketing, watch out...
If the customer is
ready to hear what you have to say.
Data courtesy:pardot.com
salesforce.com
Data courtesy:pardot.com
salesforce.com