The concept of Permission marketing is coined by Seth Godin in his book named Permission Marketing. When we think of advertising we think of television, radio, banners and print ads but these all are widely known as interruption marketing but whereas in permission marketing we try to seek attention of the people who are already interested in the topic and we ask them for the permission to market ourselves.
Example, Subscription email update, subscription of newsletters. There are three characteristics in permission marketing:
- ANTICIPATED: People who want to hear your message
- PERSONAL: Your message is targeted to specific people.
- RELEVANT: people are already interested in your message.
There are several digital marketing certification courses which are available to help you to get a better understanding of permission marketing.
The Steps of Permission Marketing
● Create an Initial Message
This is known as the first step of permission marketing where we create the initial message to promote future interaction with the target audience. It will also help to identify who your target audience is and for better response from the customers you can offer them incentives like, free trial, free e-book.
● Continue Offering Information
For building better trustworthy relationships with the customer you need to keep offering them valuable information.
● Provide Alternative Incentives
You can provide alternative incentives to keep your customer engaged with your message. You can keep them interested in your message by changing the format or the material.
● Increase the Level of Permission
You keep seeking a higher level of permission from your customers. You can ask them for more information through surveys, phone calls and consultations.
● Make a Sale
Once you establish a trustworthy relationship with your customers you can make a sale. Your products will be easily sold off as the customer already knows and trusts your words and promises. A digital marketing course can help you to get a better insight in this topic.
Advantages
● Permission Marketing is a Low Cost Way of Marketing
With the help of social media, mails and messages you can directly reach your potential customers and provide them with information which might be valuable for them in very cheaper ways.
● It Will Help You to Create More Trustworthy and Long-Term Relationships with Customers
Permission marketing has a personalized approach as it will make customers feel that they are valuable to you. By interacting directly and daily with the customers you can become a part of their lifestyle and business and this type of valuable and trustworthy relationship usually lasts longer.
● With the Help of this You Can Get Quality Leads for Your Market
In this customer self- select marketing message so the customer is more likely to be interested in your information. It makes sure that customers read the content you send to them so they are more likely to become your buyers.
Disadvantages
Like the advantages there are disadvantages too, the disadvantages are as follows,
● Permission Marketing Takes Time
Permission marketing usually takes more time. As it needs time to create trust between the customer and the marketer.
● The Initial Investment is Higher
The initial investment is as high as the other ways of marketing and it won’t give you the results immediately and it will also take more time and creativity to create the permission marketing plan.
To learn more about permission marketing there are several digital marketing degree courses which are available online. You can pursue them to get a better understanding of it.
Why is it Becoming Essential in Today’s World and Why Should You Care?
It is considered as a more effective way of marketing because it is chosen by the customer themselves. As the consumer is already interested in your product and message so the rate of engagement and conversion will be high. It is cheaper and it will provide you better knowledge of the target audiences so the data we have will be very high quality. This data will help you to improve the functionality of your marketing campaign. It will easily help you grab the attention of the potential customer as it provides customized content for them. It enables project's task management within your marketing team. It is less invasive then the other ways of marketing. It also allows you to create a strong and long- term relationship with the customers.
