In the field of marketing, a new concept emerged that, as opposed to " mass marketing " aimed at an unspecified number of people , the mainstream of the future would be "permission marketing," in which messages are sent only to potential customers who have given permission to receive information. This was met with great surprise and praise from people in the field at the time.
This time, we will explain the essence of "permission marketing," the fundamental concept of inbound marketing, which has now become commonplace.
As of 2022, what is the current situation for those of you who are implementing inbound marketing? Some of you may be thinking, "Now that more companies are using the same methods, it's no longer effective."
We hope you will now take another look at what kind of marketing, with the consent of users, specifically involves activities that deliver the content that users want.
What is Permission Marketing?
Permission marketing refers to any form of marketing that allows interactive (two-way) communication with potential customers who have given permission in advance.
(Word meaning)
Permission = permission, consent
Permission marketing = Marketing that requires permission from the other party
For example, general email newsletters are sent to users who have agreed to receive emails. This is a type of permission marketing called "opt-in." Interactions with users, fans, and customers on social media also fall under permission marketing because they are interactive and require prior consent.
Permission marketing, which is aimed only at people who have given their prior permission, increases the likelihood that users are interested in your product or service and has the following advantages:
High conversion rates
Cost reduction due to narrowing down of targets
Since messages are not sent to unnecessary people, there is little negative feedback.
Allows for personalized marketing
Build long-term relationships with customers
Background of the development
Permission marketing was proposed in 1999 in the book "Permission Marketing" by Seth Godin, then vice president of YAHOO! in the United States.
Godin noticed that many of the successful marketing initiatives at the time were campaigns that sought customer consent, and he became a strong advocate of permission list of switzerland consumer email marketing (marketing conducted with the recipient's permission) as the next generation of marketing.
Godin’s concept of permission marketing is defined as needing the following elements:
Anticipation: People anticipate service/product information from the company.
Personal: Marketing information is explicitly related to the customer
Relevance: Marketing information is something that consumers are interested in
Seth Godin's book "Permission Marketing"
(Source: Amazon )
In fact, even before the advent of the Internet, some companies were conducting marketing activities such as sending direct mail to potential customers who had given their prior consent, but they were in the minority, and mass marketing was overwhelmingly the mainstream.
Perhaps for this reason, in his book Godin points out the inefficiency of old-fashioned commercials, advertisements, cold calls, and direct mail aimed at large numbers of people, calling them "dirty marketing" and "interruption marketing."
The Relationship Between Permission Marketing and Inbound Marketing
Inbound marketing is a general marketing activity that involves creating valuable content and sending messages so that potential customers can "find" you.
It is a marketing technique that attracts potential customers, creates encounters, fosters relationships, and leads to results.
This is a marketing method that is said to be agricultural, as opposed to the hunting-style outbound marketing that has been used up until now (mass advertising, commercials, etc.), and was proposed by HubSpot founders Brian Halligan and Dharmesh-shah in their co-authored book `` INBOUND MARKETING '' in 2009.
To put it simply, inbound marketing is a circular marketing philosophy that takes a broader perspective than Godin's permission marketing, and once a relationship has been established through various know-how for obtaining permission, consistently sends valuable content to the other party, deepening that relationship of trust so that they become fans and customers of the company, and even promoters of products and services.
