Permission-Based Mobile Marketing White Paper from the Mobile Marketing Association
Permission Marketing
-
Upload
saraverona -
Category
Business
-
view
8.624 -
download
3
description
Transcript of Permission Marketing
![Page 1: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/1.jpg)
Permission Marketing
An introduction to the Seth Godin way of
marketing
![Page 2: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/2.jpg)
“Businesses can no longer rely
on traditional forms of
"interruption marketing" in
magazines, mailings,
telemarketing, radio or
television”.
![Page 3: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/3.jpg)
(As the name implies, interruption marketing is a way of communicating with potential customers whether they want to hear from you or not...)
![Page 4: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/4.jpg)
The more noise there is out there, the more businesses have to do to try and
get your attention
![Page 5: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/5.jpg)
It means shouting out their message to as many people as possible
![Page 6: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/6.jpg)
And hoping that if they keep on trying, sooner or later, someone will be interested in buying whatever it is
they’re selling
![Page 7: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/7.jpg)
But today’s consumers are bombarded by so
many marketing messages
![Page 8: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/8.jpg)
![Page 9: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/9.jpg)
![Page 10: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/10.jpg)
![Page 11: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/11.jpg)
They’re just not listening anymore
![Page 12: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/12.jpg)
It’s time to stop and try something else
![Page 13: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/13.jpg)
“Permission Marketing” is the opposite of “Interruption” Marketing
![Page 14: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/14.jpg)
It doesn’t interrupt people’s time, space or peace of mind
![Page 15: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/15.jpg)
It realises that treating people
with respect is the best way to
earn their attention
![Page 16: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/16.jpg)
It aims to attract, interest, convert and retain customers in long-term relationships by only marketing to people who give
their permission
Once someone has expressed an
interest in what you are selling, it asks
for their permission before contacting
them again
![Page 17: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/17.jpg)
So only the people who are genuinely interested in what you’re selling, hear from you...
![Page 18: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/18.jpg)
Once a prospective customer volunteers his or her time to hear what you have to say ...
![Page 19: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/19.jpg)
...you're on your way to establishing a long-term relationship with them and making a sale
![Page 20: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/20.jpg)
It’s Opt-In for the consumer not Opt-Out
![Page 21: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/21.jpg)
It means that every communication is:
AnticipatedRelevantPersonal
![Page 22: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/22.jpg)
Not an unwelcome interruption
Not an unwelcome interruption
![Page 23: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/23.jpg)
Every contact with the prospective customer, should move them one step
further up the “permission” ladder
![Page 24: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/24.jpg)
From Stranger to Friend, Friend to Customer and
Customer to Loyal Customer
![Page 25: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/25.jpg)
The Five Permission Levels
Intravenous – the marketeer makes the purchasing decision on behalf of the customer eg book clubs, magazine subscriptions
Purchase on Approval – customer pays in advance but doesn’t necessarily use the product/service eg gym club subscription
Loyalty Points – customer buys more of the product/service in response to incentives eg Air Miles, Loyalty Cards
Personal relationships – individual –to - individual but not transferrable
Brand Trust – a trustworthy name can take over 50 years to build and can be over-stretched
Situation – Opportunistic eg “Do you want fries with that?” at McDonalds
![Page 26: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/26.jpg)
Once first contact has been made, then every following contact
should offer an incentive and be more and more tailored to answer
the prospective customer’s business problem
![Page 27: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/27.jpg)
The only time “Interruption marketing” is ever acceptable is the very first time
contact is made
![Page 28: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/28.jpg)
By replying to an advert, exchanging business cards at an event, sending an enquiry via your
website, being referred by someone else...
![Page 29: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/29.jpg)
Anything else is just unwelcome junk
![Page 30: Permission Marketing](https://reader033.fdocuments.net/reader033/viewer/2022061200/547895e8b4af9fd5118b45db/html5/thumbnails/30.jpg)
And wins new business!
Regular contact builds familiarity and trust over time