Permission Marketing

Knowledge Center

   

Description of Permission Marketing. Explanation.

 

Definition Permission Marketing. Description.


Permission Marketing (PM) is the marketing practice of marketing to consumers only after gaining their express permission. The approach is used in marketing and especially in internet marketing, notably email marketing and search marketing.

It is a Direct Marketing Method that requires that people first "opt-in", rather than allowing people to "opt-out" only after the advertisements have been sent. It is an excellent basis for building valuable, continuous relationships with consumers (Relationship Marketing) since the consumer is given some level of control.


The PM approach can be used by organizations to break through clutter and build Customer Loyalty. In his book “Permission Marketing: Turning Strangers into Friends, and Friends into Customers”, Seth Godin identifies five steps to effective permission marketing:

  1. Offer the prospect an incentive to volunteer (e.g. freebies, contest or sales promotion).

  2. Offer the interested prospect a curriculum over time that teaches the consumer about the product or service.

  3. Reinforce the incentive to guarantee that the prospect maintains the permission.

  4. Offer additional incentives to get more permission from the consumer.

  5. Over time, leverage the permission to change consumer behavior towards profits.

A key element of permission-based marketing is that you are in essence buying someone's time and obtain approval to get their attention, which has become increasingly valuable in the "Attention Economy".


A recent application of PM is Customer Loyalty Programs, which encourage customers to buy or continue to buy certain products or services.
 


Special Interest Group - Permission Marketing


Special Interest Group (4 members)


Forum - Permission Marketing  

In the forum section you will find recent discussions within this knowledge area.


  Targeting Children < 6 Year
Is it OK to target children below age of 6 year for target m...
 
 
 
 

Best Practices - Permission Marketing

In the best practices section you will find the best forum discussions within this knowledge area.



Expert Tips - Permission Marketing

In the expert tips section you will find advices from experts within this knowledge area.



Resources - Permission Marketing

In the Resources section you will find powerpoint presentations, micro-learning videos, articles, news items, etc. within this knowledge area.


Introduction Into Permission Marketing (PM)

Direct Marketing, Email Marketing, Internet Marketing, Search Marketing...
 

Guerilla Marketing: an Introduction

Guerilla Marketing, Ambient Advertising...
 
 

News about Permission Marketing


     
 

Videos about Permission Marketing


     
 

Presentations about Permission Marketing


     
 

Books about Permission Marketing


     
 

More about Permission Marketing


     

Compare with: Relationship Marketing  |  Direct Marketing  |  Customer Loyalty  |  Customer Relationship Management  |  Customer Satisfaction Model  |  SERVQUAL  |  Relational Capital  |  Analytical CRM  |  Ambient Advertising

Special Interest Group Leader

You here? Sign up for free


 
 

Return to Management Hub: Marketing


More on Management  |  Return to Management Dictionary  | 

 

This ends our Permission Marketing summary and forum.



About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
© 2019 12manage - The Executive Fast Track. V15.0 - Last updated: 17-6-2019. All names ™ of their owners.