Perceptions of Marketing Permission
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A look at consumer perceptions of marketing permission and efficient and ethical ways to gain consumer marketing permission.
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Perceptions of Marketing Permission
- 4. Digital Privacy Data Security Best Practices Act (H.R.661) SAFE Data Act. (H.R.2577) Do Not Track Me Online Act (H.R.654) Data Security & Breach Act (S.1207) Commercial Privacy BOR (S.799) Data Accountability & Trust Act (H.R.1707 & 1841) Consumer Privacy Protection (H.R.1528) Personal Data Privacy & Security (S.1151) Do Not Track Kids Act (H.R.1895) Data Security Act (S.1434) Do-Not-Track Online Act (S.913) Personal Data Protection & Breach Accountability Act. (S.1535) Geolocational Privacy and Surveillance Act (H.R.2168/S.1212) Data Security Act (S.1434) Location Privacy Protection Act (S.1223) Data Security and Breach Notification Act (S.3333) Social net Online Protection (H.R.5050) Electronic Communications Privacy Act Amendments Act (S.1011)
- 5. Marketers Consumers VS. Survey: Perceptions of Marketing Permission
- 8. Marketers Consumers VS. 72% Don’t Want to Share 51% Purchase 3rd Party Data
- 9. Marketers Consumers VS. 85% Don’t Want to Be Tracked 41% Tracking OK 19% No Answer
- 10. Marketers Consumers VS. 59% Require Permission 61% Permission is Needed Regulated Permission
- 11. Consumers
- 12. How do you get permission in the first place? Why change if non- permission works?
- 14. • Expensive • Inefficient • Time Consuming
- 15. • Inefficient • Time Consuming Your Website iTunes, Google Play
- 16. Piggyback 4 Rules • Be where consumers are already making decisions • Partner with contextually relevant brands • Be transparent with your opt-in process • Immediately follow up
- 18. Piggyback “Co-Registration” – Listing Building & Leads
- 21. Piggyback “Co-Liking, Co-Following” – Build Social Media Following
- 22. The ethic of reciprocity “One should treat others as one would like others to treat oneself” Ancient Babylon Ancient China Ancient Egypt Ancient Greece Ancient Judea Ancient India Ancient Tamizhagam Bahá'í Faith Buddhism Christianity Confucianism Confucianism Hinduism Humanism Islam Jainism Judaism Sikhism Taoism Human Rights Psychology Sociology
Editor's Notes
- Permission Marketing. The term encapsulated 15 years ago in the title of Seth Godin’s book is just now having a real meaning. Mr. Godin was way ahead of the curve in 1998, but now he’s caught up. The Golden Age of marketing is also birthing a strong movement toward permission. Why permission marketing? We’re in a time where anything and everything is converted into a marketing channel. Marketers simply have too much
- Consumers have had it with intrusive marketing.The same technology that has enabled marketers is now affording consumers the means to ignore and block unwanted messaging. Everything from spam filters to desktop and mobile ad filtering are gradually being adopted by the masses. Even content distributors are testing the waters. I’m sure as many of you know the ad hopper from Dish now lets its users watch some primetime commercial free programming. More importantly, consumers are taking their frustration to their legislators.
- There are now over 15 bills pending in Congress that would essentially allow consumers to block or filter a number of various marketing messages. Senator Jay Rockefeller recently reintroduced the “Do Not Track of 2013” essentially giving consumers the power to opt-out of any online tracking greatly reducing the promise of Big Data for marketing purposes. To really comprehend these effects, just ask any CEO or marketer in the bulls eye of the Do-Not-Call Implementation Act of 2003. That was a result of marketers having too much of a good thing.
- As a result of enhanced data analysis, marketers are finally realizing that we don’t think like normal consumers – especially in the area of marketing permission. We are a special breed that requires we walk in other people’s shoes however we often forget to do that. This is why RegReady put together a survey asking over 1,000 consumers and 120 marketers about their opinions on marketing permission and how the best way to acquire consumer permission. Some of the findings are to be expected, others not so much.
- The first statistic regarding email marketing is not surprising.70% of consumers surveyed generally require that they give their permission before being marketed to via email yet 58% of marketers still purchase email lists. BTW there’s no such thing as purchasing an opt-in email list. Secondary permission in email marketing doesn’t scale well. Just ask anyone from Yahoo or Google’s email divisions if your mail is going to get through. It won’t.
- The postal service statistic is not too surprising. Consumers have been conditioned for generations that the postal service is a non-permissioned marketing channel. It’s interesting because consumers indicated environmental concerns as their biggest issue with mail.
- 51% of marketers admit to purchasing 3rd party data – I believe this stat is much higher.72% of consumers don’t want to their personal data to be shared amongst marketers.
- Tracking has become a new phenomenon and more of a controversial subject. Since marketers can now use big data in conjunction with tracking – targeting is much more precise. It also brings up privacy concerns for consumers. 20% of marketers refused to answer the question. And 85% of consumers felt very strongly that their online activities shouldn’t be tracked.
- There was an even split when it came to marketing on a mobile device. We think the reason for this is that mobile devices are regulated and subject to carrier use as well.
- To help marketers understand permission better we created a framework called The Permission Marketing Curve. In this curve we classified marketing permission into four prominent categories: explicit, implied, secondary and none with their corresponding marketing activities. For example explicit permission includes marketing activities with a clear opt-in process such as receiving special deals and newsletters. Implied permission includes activities such as general purchases and contest registrations. Secondary permission includes affiliate marketing, list rentals and the purchase of so-called opt-in email lists. And no permission is pretty self explanatory. To understand the permission curve better, we compared each level of permission’s effectiveness to its complexity of acquisition. What we’ve found isn’t surprising. Consumers tend to want explicit permission from all their marketing channels yet marketers continue to hover toward the middle of the curve often confusing implied permission with explicit permission.
- Two Innocent questions asked by marketers all the time:Why change if non-permission works?When presented with a choice, consumers always choose permission and in the long run it delivers a higher ROI.Blocking technology and legislation will leave marketers little choice.If I need permission to market, how do I get permission in the first place? (chicken and egg)This is a very fair and important question and the simple answer its some marketing channels yield better for initiating permission.
- Time and technology has made it much easier to acquire marketing permission and this graph shows how various pioneering technologies and media models help bend the complexity of acquiring marketing permission. Nevertheless, permission acquisition continues to remain someone elusive.
- To acquire permission some marketers use offline marketing channels that can become expensive, inefficient and time consuming.
- Another process used by marketers is to spend a lot of money to drive people to their website or app in the hopes of opting-in for further messaging once they leave their site or download their app. This model can be inefficient and usually very time consuming.
- The most efficient and cost effective solution for gaining consumer permission is to piggyback from someone else. Obviously other solutions work, but this is by far the most cost effective. I always find it ironic that some industries are opposed to these types of relationships since most brands have a very hard time standing on their own. There are four basic rules to the piggyback: Be where consumers are already making decisions or have just made them. This includes making purchasing, signing up for a newsletter, downloading software or a whitepaper.Partner with strong contextually relevant brands. Very few brands stand on their own and the right permission partnerships will help to make your brand look stronger.Always be transparent with your opt-in process. If subscriber is signing up for a weekly newsletter make sure they don’t wind up on your daily mailings. Always deliver what’s promised.Immediately follow up to confirm permission. When piggybacking, a lot marketers don’t receive their data in real time which is a big no no. By the time you go to send email, the person forgot they opt-ted in.
- The travel industry figured out that bundling and paring online works well. This is especially true for multi-homing products and services where choices are abundant for consumers and substitutes are in easy reach. The same concepts and methodologies that the travel industry eloquently uses can be applied to others as well.
- Another is a newsletter sign-up. After a website visitor completes any type of registration form, four to five contextually relevant trading partner’s ads appear asking the visitor to opt-in for additional information. All opt-in mechanisms are pre-set to negative. Once a visitor has indicated a positive opt-in, the information they entered into the form is automatically transferred to the advertiser. =
- We’re applying the same model for mobile web and apps.
- The email one click lead gen is a new methodology that we have been testing and it seems to be working very nicely.
- As well as social media. If a visitor likes, tweets or posts, they will have the ability to do the same with other contextually relevant offers.
- I leave you today with a reminder of the Golden Rule. The ethic of reciprocity, “treat others as you would like to be treated” transcends every religion, philosophy and civil society. It’s a universal and globally accepted ethic that serves as a litmus test for compassion. This ethic determines how well an individual or company relates to a heterogeneous society – people outside their peer group. To understand how The Golden Rule relates to marketing one just has to wonder how many marketers signed up for the Do Not Call Registry. 21st Century technology has very much made permission marketing part of the Golden Rule. Not only is it It’s a simple rule in marketing to follow, it’s greatly appreciated and is financially agreeable.