In his book, Permission Marketing, printed in 1999, Seth Godin, a best-selling business and marketing author describes the typical marketing scenario perfectly in an interview with Fast Company.
“Marketing is a contest for people’s attention. Thirty years ago, people gave you their attention if you simply asked for it. You’d interrupt their TV program, and they’d listen to what you had to say. You’d put a billboard on the highway, and they’d look at it. That’s not true anymore. This year, the average consumer will see or hear 1 million marketing messages---that’s almost 3,000 per day. No human being can pay attention to 3,000 messages every day.”
While interruption model is extremely effective when there’s no overflow of interruptions, Godin cautions its use because there’s just too much going on in the lives of consumers for them to enjoy being interrupted anymore.
The Certified Digital Marketer (CDM) Program defines interruption marketing as “advertising that does not seek permission from the user.”
“Ultimately, it destroys their experience, decreasing receptivity to the ad,” explained in the CDM Program. “Eventually, Web users found interruptive marketing intrusive and annoying, giving birth to opt-in-opt-out choices.”
The perfect example in traditional marketing is a telemarketer who calls your house while you are enjoying precious “me” time. In digital marketing, it’s the annoying pop-ups.
“The challenge for companies is to persuade consumers to raise their hands—to volunteer their attention,” says Godin. “You tell consumers a little something about your company and its products, they tell you a little something about themselves, you tell them a little more, they tell you a little more—and over time, you create a mutually beneficial learning relationship. Permission marketing is marketing without interruptions.”
Permission marketing is giving the consumer the power to not receive a message from advertisers, making it a privilege, not a right,” a fact taught in the CDM Program. “Today lead advocates are changing the industry in such a way that they are creating a mutual or independent relationship between brand and consumer and to sustain the attention of the consumer to the message being communicated.”
Learn the current best practices and trends in permission based marketing in the Certified Digital Marketer Program.
Log on to imadigitalmarketer.com or call 927-0096, 0928-506-5382 for more details.