Permission Marketing: Give Consumers What They Really Want

What is Permission Marketing?

Nowadays, consumers come into contact with at least 10,000 different forms of advertisement on a daily basis. Marketers face the challenge of breaking through this information overload. An effective way to do so is by creating strong customer relations through permission marketing.

Permission marketing is a phrase coined by author Seth Godin.  He defines it as “the privilege (not the right) of delivering anticipated, personal, and relevant messages to people who want to get them.” Companies often advertise as if they have the right to promote their products/services. The irrelevant information shared by those companies tends to decrease the effectiveness of the advertisement.

In 1998,  William C. Taylor, founder of the business magazine, “The Fast Company,” shared: “Seth Godin and his colleagues are working to persuade some of the most powerful companies in the world to reinvent how they relate to their customers. His argument is as stark as it is radical: Advertising just doesn’t work as well as it used to — in part because there’s so much of it, in part because people have learned to ignore it, in part because the rise of the Net means that companies can go beyond it.” 

permission marketing
The dangers of interruption marketing shown through 2012 statistics.

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Click and Mortar: Is this the Future of Retail Marketing?

Have you ever shopped online and wished that you could physically see or feel an item? Have you ever shopped at a store and wished that the associate could understand precisely what you wanted? Companies are now moving in a direction in which both of these needs, and more, could be met. Businesses need the combination of digital and physical marketing to thrive in today’s competitive market. It is for this reason that the convergence of bricks and mortar into digital is one of the most significant marketing trends today. This integration of offline (bricks) and online (clicks) is referred to as “click and mortar.”

Click and Mortar

The overall idea of the trend is to track consumer habits more closely to provide companies with information, and eventually sales, on products that behavioral data suggests an individual would want to buy. The marketing trend benefits firms while also enhancing a consumer’s overall retail experience. Improving the consumer experience helps a company to establish a positive brand image in a competitive market.

Click and Mortar
All aboard the newest marketing trend: the convergence of bricks and clicks.

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