Permission MarketingThe name says it all. You need your customer’s permission toapply marketing practices on them.For some customers mass media campaigns don’t work and“interruption marketing” (such as spam) only helps to promotenegative feelings towards your brand.If you ask permission to send ads through email, regular mail,trials, etc., your customer will probably appreciate this more andwill pay more attention to them.Many customers accept any type of advertising that comes to thembecause it makes them feel appreciated. This doesn’t mean thatthey are going to pay attention to them.
Steps for an effective permission marketing campaign1. Offer the ability and incentive to volunteer2. Educate your customer about your brand and products / services over time3. Reinforce the incentive to maintain the customer’s permission4. Offer additional incentives to get more permission from the customer5. Over time, leverage the permission to change customer behavior over profit
Permission intensityConsumers define the boundaries of their relationship with businesses.Compare two scenarios.In the first case, the consumer provides a marketer just his or her e-mailaddress and permits the marketer to send one promotional message a month.In the second case, the consumer provides detailed information about tastesand preferences and permits the marketer to target promotional messages athim or her.Clearly, in the second case, the consumer has provided a greater role for themarketer and hence, it represents greater permission intensity.High permission intensity is characterized by three factors: high informationquantity, high information quality and information usage flexibility.
Exit strategiesPermission marketing models allow for two kinds of exit oropt-out strategies: partial or complete.In partial opt-out, the consumer indicates that he or she wantsto stop receiving advertisements in a sub-category.For example, this may occur when the consumer may havebeen interested in a category for only a short period of time.New models now allow consumers to specify a date afterwhich they will be automatically opted out of a category.
Exit strategiesIn complete opt-out, the consumer decides to terminate arelationship with a particular marketer and hence, will notreceive any more promotional messages.A distinction must also been drawn between overt targetingsystems such as permission marketing and covert targetingmechanisms.In covert targeting mechanisms, cookies are used to trackthe surfing behavior of individuals and to serve up banner ads,etc. Consumers are unaware of this tracking process.However, when applying permission marketing, the consumeris an active participant in the targeting process.