Permission Marketing
Permission Marketing (also called Invitation
Marketing) is the freedom of delivering anticipated, personal and relevant
messages to people who actually want to get them. Here the information about the products is
sent only to the consumers who are really interested about the product
effectiveness and the response rate of this method is really high because
consumers are receiving the information they are asked for. And this can be
done through the internet,
telephone, through the direct mail and so on. The
marketer then matches advertising message with the interest of the customers. It realizes that treating people with respect is the best
way to earn their attention.
The
advertiser obtains the average profile of the consumer as example a TV show
that matches the target consumer profile most accurately. But this leads to low
targeting precision since not all consumers match the profile. And also
permission marketing changes how companies evaluate their marketing campaigns.
The idea
is to understand the lifetime value of the customer and allocate resources in
accordance with these values. The emphasis is on retaining existing customers
rather than on obtaining new ones. The goal is to customize the marketing mix
in accordance with the needs of a consumer. Components of permission marketing are content marketing, search engine optimization and social media. With permission marketing, the company is
encouraged to build up a long term relationship with customers which can be
beneficial in the long run. With technology, permission marketing is often
considered to be more effective and less costly.
Interruption Marketing
Interruption marketing is refers to promoting a product
through continued advertising, promotions, public relations and sales. It is
considered to be an annoying version of the traditional way of doing marketing
whereby companies focus on finding customers through advertising
Interruption
marketing can be via various techniques, a few of which is listed below
·
Telemarketing: act of promoting a good or service over the
telephone
·
Print advertising: promote a product via newspapers or magazines
·
Direct mail:
promotional circulars sent directly via mail
·
E-mail spam: electronic mails sent to large mailing lists
·
TV/Radio Advertisements: promote a product via television and
radio
Problems
related with interruption marketing
With
outbound marketing, marketers are often expected to find different ways to cope
with the rejections from potential customers. Also, advertisements have expiry
dates
and once the expiry dates have been reached, the campaign will have to be started again. Thus, the return on investment of advertisement campaigns is rather low most of the time. Outbound marketing is often considered to be a poorly targeted technique as it cannot be personalized to specific customers. Moreover, advertisements often interrupt customers and as such, they may be wrongly considered by potential consumers.
