Permission or Interruption Marketing – Make a Choice
For the past several years I have noticed a strong tendency for more “Permission” marketing – a term developed by Seth Godin. So what is permission marketing? It’s marketing where the customer or consumer opts in to an ad, information source or discussion group. It is designed to inform the consumer rather than hit them over the head with loudness, phone calls at night to pitch something (using a script with no interaction) or some other technique designed to immediately grab the consumers attention.
Consumer and Customers are mostly tired of the old school techniques used in interruption marketing. So, are you using these techniques to market your products and services? If you are, then you are aligning with the old school of marketing and selling which could have a negative impact with more people than ever before.
The problem has become one of too much. Too many commercials and ads – everywhere – even the walls in rest rooms! It’s time to reassess your marketing strategies and options. The main reason to reassess is people are no longer listening to your ads and commercials like they did in the 50’s through the 90’s. Then the level of noise got to be so much that people actually have become immune to ads and commercials. And, the trend is worse today – people are proactively avoiding your commercials.
It’s time to review your strategies and techniques. Reduce the interruptions and increase the opportunities for generating more permission marketing. Let the customer find the information they need and send them information when they request the information.
There is a great resource on this topic by Seth Godin who wrote the book “Permission Marketing”. This needs to be required reading for all executives, sales and marketing executives and advertising agencies. It is time to broaden your approach to marketing if you want it to be effective – with your customers and prospects.