Permission marketing is developed by Seth Godin, a well-established international marketing guru at the turn of the century. A key element of "permission" based marketing is that you are in essence, purchasing someone's time and getting their "attention".
Permission marketin envision every customer shaping the targeting behavior of marketers. Consumers empower a marketer to send them promotional messages in certain interest categories. Typically, this is done by asking the consumer to fill out a survey indicating interests when registering for a service. The marketer then matches advertising messages with the interests of consumers.
Permission marketing offers the promise of improving targeting by helping consumers interface with marketers most likely to provide relevant promotional messages. Since the adverting arrive in the mailbox of the individual, it is likely that more attention would be paid to them in comparison to banners. Another motivation for permission marketing on the Web has been the failure of the direct mail approach of sending unsolicited promotional messages.
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 a short period of time only. New models now allow consumers to specify a date after which they will be automatically opted out of a category. In complete opt-out, the consumer decides to terminate a relationship with a particular marketer and hence, will not receive any more promotional messages.
So why Permission Marketing is very important for B2C?
It can be said that permission marketing is one of the ethics in marketing. By using this approach, customers will feel comfortable with the information given to them, they will not feel annoyed. Unlike spam or junk mail. By using permission marketing, the intended information will be directly arrived to the customers so it will save cost and time.
No comments:
Post a Comment