Recently an article in Ad Age talked about the enormous problem that clutter has brought to the marketing world, and the response and medicine for it being more of the same, as company after company makes sure that their competitor isn't getting the last word in.
That brings me to permission marketing in the decreasing world of social contracts. By social contracts I mean like TV has had where people willingly allow ads to be shown to them because they know that they only can watch what they enjoy if it is ad-supported. That's a social contract in the marketing sense of the word.
Now with that being a diminishing reality, permission marketing is increasingly becoming an important part of the overall marketing picture.
This is especially true with online marketing at this time, and possibly mobile marketing (although that hasn't been proven yet).
Online it's either done through someone offering an email address in exchange for some valuable, free information which the marketer can than send messages to in the future via their email address. The person gives permission to do it be signing up for the free information or product dangled in front of them.
Overall it's one of the most effective marketing tools around today, and is for a number of reasons underappreciated in its potential.
When you really think of it though, look at the clutter issue and how marketing through email has a built in resistance to it. The receiver has all the power in choosing to open an email or not and this gives them a psychological advantage and the marketer a great chance of having their message opened if it's done right.
If you send great ezine messages and offer relevant, useful products or services to them, your opening rates, click-throughs and eventual sales are strong without competition interfering with the process. The key is to make your email subject line compelling enough to get them to take a look. If you do a good job of writing, this shouldn't be a problem for you.
Permission marketing is one of the key ways of really breaking through the growing marketing clutter that probably will not stop increasing.
» Permission Marketing in Gaming from TheAlphaMarketer
AWS Convergence Technologies through its WeatherBug brand announced that it is expanding its Sponsor Select advertising platform to the interactive games marketplace. To me it's a little twist on permission marketing we talked about recently, which... [Read More]
Tracked on: April 7, 2007 3:45 PM | Permalink to Trackback