Marketing is all about perception, people nowadays don’t buy products because it’s superior or has a good quality but because they think it’s superior or even if they don’t they are compelled in thinking so. Marketing has become a necessary tool which is needed to create perception among the people. It not only helps companies to make competitors strength look like weakness but also helps in building a steel-clad brand.
With the development of various modes of technology marketers nowadays are facing a massive problem which is absence of attention from the consumers. As companies don’t leave any tables unturned, they use all the medium they can to promote their products and services but at times fail in doing so thus creating only noise and interruptions.
The concept of permission marketing was given by Seth Godin in 1999 in which he explains how the traditional marketing that relies on interrupting customers is losing its effectiveness and how permission marketing is taken its place.
Permission marketing is a concept of marketing in which the consumers themselves decide whether or not to permit the companies to market to them. The best example of permission marketing is the TV commercial in which the consumer is invited to “find more about this product.” By having the option to accept or decline the consumer gets more control over his time and attention. Although this type of marketing causes less interruption it still requires some part of interruption in order to grab the attention of the consumer to initiate the process.
Unlike interruption marketing permission marketing takes a focused approach like offering clear benefits to justify the interruption caused, Once the customer is satisfied with the offer he or she gets easily converted into sales.
Permission marketing is a process which isn’t established overnight; it has to be carefully planned and cultivated overtime in order to be successful. In permission marketing the goal of the initial interruption should be to invite the customers into a relationship, not to sell the products. After you have gained the attention of the consumer the next thing you have to do is teaching the customer about the benefits of the products offered, eventually the consumer will start to feel as if they know and trust the company. As the consumer’s trust in the company grows, they allow more continuous marketing This is the goal of the permission marketing.
We must know that the permission marketing campaigns aren’t free, just like any other marketing campaign money must be invested in order to gain the initial attention of the consumer. The process of permission marketing may look more expensive than interruption marketing campaigns but it’s actually more economical in terms of cost per interaction, generates more sales, focused on well-targeted audiences and platforms and finally, it fosters long-term customer relationships.