Permission Marketing

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What is Permission Marketing?

Permission Marketing (PM) is the marketing practice of marketing to consumers only after gaining their express permission. The approach is used in marketing and especially in internet marketing, notably email marketing and search marketing.

It is a Direct Marketing Method that requires that people first "opt-in", rather than allowing people to "opt-out" only after the advertisements have been sent. It is an excellent basis for building valuable, continuous relationships with consumers (Relationship Marketing) since the consumer is given some level of control.

The PM approach can be used by organizations to break through clutter and build Customer Loyalty. In his book “Permission Marketing: Turning Strangers into Friends, and Friends into Customers”, Seth Godin identifies five steps to effective permission marketing:

1. Offer the prospect an incentive to volunteer (e.g. freebies, contest or sales promotion).

2. Offer the interested prospect a curriculum over time that teaches the consumer about the product or service.

3. Reinforce the incentive to guarantee that the prospect maintains the permission.

4. Offer additional incentives to get more permission from the consumer.

5. Over time, leverage the permission to change consumer behavior towards profits.

A key element of permission-based marketing is that you are in essence buying someone's time and obtain approval to get their attention, which has become increasingly valuable in the "Attention Economy".

A recent application of PM is Customer Loyalty Programs, which encourage customers to buy or continue to buy certain products or services.
 

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Compare with: Relationship Marketing  |  Direct Marketing  |  Customer Loyalty  |  Customer Relationship Management  |  Customer Satisfaction Model  |  SERVQUAL  |  Relational Capital  |  Analytical CRM  |  Ambient Advertising

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