Definition Permission Marketing:
Marketing centered around obtaining customer consent to receive information from a company.
Trusting Seth Godin permission marketing “turns strangers into friends and friends into costumers”. And the permission marketing guru uses his principles as I found a page offering the first 4 chapters of a book of him for free in exchange for a mail address.
Permission marketing is building a long-lasting relationship on the base of the willingness of strangers to agree to receive regularly information.
Some say permission marketing will die soon because critiques see Newsletters as spam. That is why someone got the idea of double-opt(ion)-in which means you have to subscribe and confirm that you want to receive information from a company.
“Looking back, I think the industry blew it.”
Where do you see a Metropolia Newsletter?
The Six Levels of PermissionSeth Godin explains the six levels of permission marketing.
BY William C. Taylor | March 31, 1998
(In descending order of impact)
1. Intravenous Treatment
The doctor treating you in the emergency room doesn’t have to sell you very hard on administering a drug.
2. Green Stamps
Executives suffer through long layovers to gain frequent-flyer miles. Here, the company rewards customers in a currency they care about.
3. Personal Relationships
The corner dry cleaner enjoys implicit permission to act in your best interest. A favorite retailer can “upscale” you (recommend something more expensive) without offending you.
Given a choice between the known and the unknown, most people choose the known.
5. Situational Selling
If you’re in a store and you’re about to make a purchase, you often welcome unsolicited marketing advice.
Where most marketers live most of the time: calling a stranger – at home, during dinner, without permission. You wouldn’t do it in your personal life. Why do it to potential customers?
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