Our Blog Articles

  • 11-02-2021
  • marketing et communication

permission marketing

Ariane

Permission marketing is a type of marketing and advertising that asks for permission from targeted people before sending them a message, as opposed to spam or interrupt marketing, the purest example of which is a TV commercial that goes to talk to someone.  large audience of a subject which absolutely does not interest him.  Permission marketing often requires an interruption in the first step, before it can create a relationship or a discussion, hence its subtlety as a marketing strategy.


I- Characteristics of marketing permission


 Permission marketing was invented and popularized by Seth Godin, former head of direct marketing at Yahoo, in his book Permission Marketing, published in 1999.


 The purpose of permission marketing is to get the customer to enter into a timid and cold relationship with the brand or product, and then to accept increasing levels of permission.  It's an investment in long-term customer loyalty.

 This marketing and advertising technique aims to increase conversion rates, as well as the satisfaction of targeted people by sending them only communications concerning information or offers that meet 3 criteria:


 - relevant;

 - expected;

 - personalized.

II- the objectives of permission marketing

 The objectives of this marketing and advertising technique are:

 - The increase in conversion rates,

 - The increase in the satisfaction of the targeted people,

 In his book Seth Godin explains the purpose of this type of marketing: To build customer loyalty over the long term.


 To do this, the content of the messages must be:


 - Relevant,

 - expected,

 - Personalized.

 Marketing permission integrates 5 levels:


 The punctual level,

 The consumer takes the initiative, resulting in an important interaction between the brand and the consumer.


 The level of trust in the brand,

 Marketing disruption is capital that the company should strive to keep.


 The level of personal relationships,

 This level is the most effective in changing consumer behavior.  This one is also the riskiest;  In the event of bad dialogue, the relationship can be definitively broken.


 The permission to points,

 Point attribution is used to capture and keep the target's attention.  This level is structured and expandable.


 Intravenous level,

 This is the highest level in Permission Marketing.

III- some examples of marketing permission


 - Advertising encouraging a request for additional documentation;

 - Subscription to a newsletter on the Internet;

 - Air France Flying Blue frequent flyer program.

 This article has shed some light on the evolution of classic marketing, known as “interrupt marketing”, towards permission marketing based on relationships of trust and customer esteem.  The end goal of permission marketing is to continuously increase the permission level.  This corresponds to the degree of influence of the brand on the consumer.  As you know your loyal company weblysoft deals with everything related to internet and digital.  For more information contact us.

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