Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.
It recognises the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.
Pay attention is a key phrase here, because permission marketers understand that when someone chooses to pay attention they are actually paying you with something precious. And there’s no way they can get their attention back if they change their mind. Attention becomes an important asset, something to be valued, not wasted.
Real permission is different from presumed or legalistic permission. Just because you somehow get someone’s email address doesn’t mean you have permission. Just because they don’t complain doesn’t mean you have permission. Just because it’s in the fine print of your privacy policy doesn’t mean it’s permission either.
Real permission works like this: if you stop showing up, people complain, they ask where you went.
Permission is like dating. You don’t start by asking for the sale at first impression. You earn the right, over time, bit by bit.
Permission doesn’t have to be formal but it has to be obvious. My friend has permission to call me if he needs to borrow five dollars, but the person you meet at a trade show has no such ability to pitch you his entire resume, even though he paid to get in.
Subscriptions are an overt act of permission. That’s why home delivery newspaper readers are so valuable, and why magazine subscribers are worth more than newsstand ones.
Permission doesn’t have to be a one-way broadcast medium. The internet means you can treat different people differently, and it demands that you figure out how to let your permission base choose what they hear and in what format.
If it sounds like you need humility and patience to do permission marketing, you’re right. That’s why so few companies do it properly. The best shortcut, in this case, is no shortcut at all.
My 2 cents on this:
We as Digital marketers, just intrude anyone and everyone’s privacy by re-marketing and retargeting them over and over again. Begging for attention, begging to reconsider, begging to buy the product or service.
Yes its legal to do so as we did mention it in the terms and conditions. But will a real sale happen !
What’s your thought on this?
Do people give up and buy? Or when they need, then they will buy or consider you.
Till then, hope for a formal permission from them to you !
Written by: Megha Kinger
Co-Owner at Digikraf
Also Read : Tips For Successful Freelancing
Source: www.linkedin.com
Back to All Articles
Contact Us