Interruption Marketing vs Permission Marketing
Greetings All,
I hope you’re enjoying your weekend. I had a great one. I went to played golf on Sat and I hit 95, very cool. It has been the best score I never had since I started to play golf two years ago. Then Sunday just relax and pick up some of my readings.
Recap of the week:
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Recently, I got many emails asked about Interruption Marketing vs. Permission Marketing.
After give it some thoughts, I would like to share with my readers and newsletter subscribers some of my understanding here towards to this two marketing.
Interruption marketing is traditional marketing. The goals of this type of marketing are to slipping in an advertisement for a product or service during your day that you did not explicitly ask for. It through interrupt the consumer in the form of TV, radio, newspaper and magazine ads, billboards, fliers, postcards, direct mail, telemarketing, infomercials and any other means to deliver their messages.
Example, real estate agents sell a home or get a listing is through interruption marketing. They interrupt people with unanticipated, impersonal ads, fliers, billboards, park benches or signs and hope that people will buy or list a home. It works well sometimes. The other simple example is put billboard on the highway; people look at what are ads about when they pass by.
Due to there are many things changes in business and consumer’s world, interruption marketing becomes very competitive; marketers who are using this marketing method are fight hard for get people’s attention by interrupting them. Like a 30-second spot interrupts a television show. A cold-call interrupts a family dinner etc.
When there is not an abundance of interruptions, the interruption model is extremely effective. However, since there’s too much things going on in our lives, people become less tolerate of being interrupted anymore, so our natural response is to ignore the interruptions.
Then as a marketer, what will you do? What kind of method you need to use to take people from where they are to where you want them to go?
Speaking of that, permission marketing comes to rescue.
Permission marketing is built around rational calculations by both parties – marketers and consumers. It is based on selfishness – consumer will grant you permission to communicate with you only if they know what’s in it for them. In the other words, marketers will ask permission before they send anything to their prospective customers. It requires people “opt-in” first, they can “opt-out” any time if they don’t like the messages or advertisements that they received.
Permission marketing results from targeting an audience that wants to hear from you and the value of delivering them useful, honest, thought-provoking information with frequency. It is used by many Internet, email and telephone marketers. It is a very popular and effective method to market your product or services.
Example, people have money to spend on products and services, but they don’t have time to evaluate your products and services and build trust in you. So you can turn attention into permission, permission into learning, and learning into trust. Then you can get your prospect change their behavior.
To get your prospects attention to your messages, you need to reward them in both explicitly or implicitly. The way to help you achieve it is through using Internet and email, they are a powerful marketing medium. You can use email to communicate with people automatically, frequently, quickly and unobtrusively, as long as they’ve given you permission to do that.
Email is the simple engine that drives a good permission marketing machine. It changes everything. You can keep communicating with prospects, keep teaching them, keep trying to turn them into clients, and the best of all, it doesn’t cost you anything.
If you want to change other’s behavior, you have to talk to people over and over again, right. Email, on the other hand is the finest direct-marketing mechanism in the history of mankind. It is direct mail with free printing, free stamps, and instant feedback. It allows you to create richer, deeper relationships with your prospects than you’ve ever been able to before. You can use your permission marketing campaign to build trust automatically without any effort.
However, there is the important thing to remember - frequent email communication WITHOUT permission is called SPAM, and it is illegal (sounds like interruption marketing). So be sure to practice safe permission marketing. The penalties for abusing email are severe.
Another important thing to remember is the content; don’t assume that because you have people email address then you can send them anything that comes from your mind. If you fail to provide relevant, entertaining, informative content, you will lose them as fast as you got them. A bad campaign is worse than no campaign at all!
Speaking of deliver your message to your prospects, auto responder systems on the market can meet you need. I am using Aweber because it provides all the essentials to meet my needs; they also offer a free account so you can try their system out to see if it will fit with your objectives. Here has more information about Auto-Responder and Email Marketing.
Thus, if you’re marketing correctly online, you’re using opt-in email. It’s dirt-cheap and perhaps the most effective strategy available to web businesses.
Hope you enjoy this week’s digest … Till next time.
Happy marketing 
Cheers
Ann
