Concept
Permission marketing is a marketing strategy that involves obtaining the permission of potential customers to receive marketing messages from a company. The idea behind permission marketing is that consumers are more likely to engage with marketing messages that they have explicitly opted in to receive, rather than those that are unsolicited or unwanted.
Permission marketing was popularized by marketing expert Seth Godin, who defined it as follows: “Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.” According to Godin, permission marketing is an effective way to build relationships with customers and create long-term value for a company.
Permission marketing can take many forms, including email newsletters, opt-in SMS alerts, and social media campaigns. It is often seen as a more effective and ethical alternative to traditional interruption marketing, which relies on interrupting consumers with unwanted marketing messages.
Application
Email newsletters: A professional might use email newsletters to build relationships with customers and clients by providing them with relevant, valuable content on a regular basis. Customers and clients can opt in to receive these newsletters, giving the professional permission to send them marketing messages.
Opt-in SMS alerts: A professional might use opt-in SMS alerts to provide customers with timely, relevant information about products or services. Customers can opt in to receive these alerts, giving the professional permission to send them marketing messages via SMS.
Social media campaigns: A professional might use social media campaigns to build relationships with customers and clients by providing them with valuable content and engaging with them on social media platforms. Customers and clients can opt in to follow the professional’s social media accounts, giving the professional permission to send them marketing messages.
Online forms: A professional might use online forms to obtain the permission of potential customers to receive marketing messages. For example, a professional might use an online form to gather information from potential customers and ask for their permission to receive marketing emails or other messages.
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Contributor:
Will Bachman
