Have you ever been sent an offer to follow information relating to certain products, especially in cyberspace? Then do you approve it? If the answer is “Yes”, then you most likely have been affected by a marketing technique called Permission Marketing.
This marketing technique was first introduced by Seth Godin, world marketing expert, in his book entitled Permission Marketing – Turning Strangers Into Friends, and Friends Into Customers. Permission marketing is different from the others, because you as the seller provide information about the product in a state that has received permission and willingness from potential customers.
This is because permission marketing is marketing that focuses on gaining customer willingness to receive information from products and seeks to create an ongoing relationship with consumers. This focus is intended so that you are not considered as a person or spammer.
According to Seth Godin, marketing permission is not just about getting email addresses or other contact information from potential customers. But how do they want information about your product. This is one way for marketers to get out of the marketing world where consumers are bombarded with information they don’t need.
If in the concept of permission marketing you have permission to distribute product information, interruption marketing is the opposite. Interruption marketing is a traditional promotion model where potential consumers inevitably have to stop what they are doing to heed the marketing message.
As is well known, people don’t like coercion and instead look for ways to escape. Therefore, promotions using this strategy usually tend to be ignored. Examples of interruption marketing are telephone marketing, television advertising, radio advertising, transition advertising on video content and so on.
Interruption marketing is currently increasingly ineffective. Because potential customers have many other choices to look at. For example, while watching television every few minutes will be interspersed with advertisements. When the ad appears, most people automatically move their television channel to another channel that has more interesting shows. Then after a while it will be replaced again to the original channel. This happened because television viewers did not like advertisements, but were forced to see them. In his book, Seth Godin also said, because every day potential customers have been flooded with advertisements, then there will be a mental blocking to the advertisement.
Another case if the prospective customer is given what they want. To attract attention, you have to use bait. The bait can be in the form of promos, gifts, special discounts, or opinion surveys. Opinion surveys are conducted by talking to and asking prospective customers about what needs are needed by them. This method can guarantee potential customers pay more attention to your promotional messages. If potential customers are willing to participate, then it’s time to regularly and planned send e-mails that contain interesting information about the chosen topic or product.
Efforts to Achieve Marketing Permission
Here are the efforts that can be made to make your promotional message included in marketing permission
1. Opt-in feature
Opt-in is a feature where consumers are given attractive offers in the form of discounts, promotions, coupons and so on by filling in their name and e-mail address in the form or brochure that appears on a website. This feature gives prospective customers the flexibility to confirm their availability in providing contact information. This confirmation is done consciously so that if they click the confirmation button means they give you permission to send newsletters or broadcast via e-mail.
2. Opt-Out feature
Opt-out is another feature to ask for prospective consumers to provide contact information. But the difference in this feature is no need to register, just press a certain button on a website then automatically e-mail potential customers will be recorded.
3. Give Access to Unsubscribe
In permission marketing there is no compulsion element. So marketers must provide a choice to unsubscribe, for example with a button to unsubscribe. If they are willing to get various promotional information from you, then you must also allow them to leave or unsubscribe (unsubscribe).