Permission Marketing Vs Interruption Marketing

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.