Boost sales and reduce costs with permission marketing

99% of consumers will share if you have permission

Recent research found that 99% of consumers who receive sharable content online will share if they believe the business has permission to send them the material in the first place. In the case of email, there are now laws that require that the recipient has a reasonable expectation that they will receive an email.

In addition to recognising the expectations of consumers and the legal issues associated with email, Seth Godin highlighted the power of what he called ‘permission marketing’ – a term he coined and wrote about in his book entitled Permission Marketing.

Permission market has been defined more recently by Techopedia as ‘a marketing technique that allows consumers to receive marketing and other promotional offers upon their consent rather than being pushed to them’.

Permission marketing works on the basis that it is better to sell several products to a smaller group of people than to try and sell a single product to a larger number of people. It is all about developing a relationship with a market such that – the members of the market not only expect to receive promotional material from you – but they want to receive it.
Permission marketing involves developing a relationship with your customers, such that your promotion is seen a legitimate conversation that they should and will freely engage with.

Apple is an exceptional exponent of permission marketing. The business has such a strong relationship with its target market that members of the market look forward to receiving product updates and take the time to consider them in depth.

For permission marketing to work:
  • There must be trust between the business and its audience
  • The content of the communication must add value and not just sell
  • The timing of the communication must not alienate recipients
Permission marketing is not a marketing strategy in its own right. It is more a philosophy of marketing focused on building and leveraging relationships.

RECOMMENDATIONS –  Place a higher priority on the lifetime value of each customer and the range of products they purchase by placing the highest possible priority on relationships and permission marketing.
EXTRACT FROM – THE FUTURE OF COMMUNICATION IN MARKETING –  a review of psychological pricing strategies you can implement to maximise unit sales and margins. To be published on January 01, 2019 – CLICK HERE

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