Godin (1999) introduces the concept of ‘permission marketing’, highlighting the fact that brands will be more successful if they try to communicate with customers who have already agreed
Godin (1999) introduces the concept of ‘permission marketing’, highlighting the fact that brands will be more successful if they try to communicate with customers who have already agreed to listen to them, as opposed to traditional marketing which is essentially interrupting customers in order to attract their attention. Over time, customers have desensitised themselves to these constant interruptions by marketers. Using the permission marketing strategy, brands will ask for customers’ permission to market to them, and when an individual customer has issued the permission, the marketers treat it as a privilege. They respect customers’ permission and send only those messages to the individual customer that are relevant. Customers have the right to opt out from receiving messages. Customers who want to learn more about a product are likely to be more receptive to marketing messages they have chosen to see or hear.
this task evaluating the concept of permission marketing. Read and respond to at least one other message. Your topics for discussion might include:
the danger of never being able to find new customers
power imbalance because of different levels of information accessible to buyers and sellers
how interested customers really are in most marketing messages
having to give permission
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