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permission marketing
Permission marketing is a relatively new term, which was coined and developed by the entrepreneur, Seth Godin.〔Sethgodin.com, (2014). Seth Godin. () Available at: http://www.sethgodin.com/sg/bio.asp (22 Oct. 2014 ).〕 Traditional methods of marketing often revolve around the idea of attracting the customer’s attention away from whatever they are doing – whether it is a television advertisement that cuts into a TV show, or an internet pop-up that interferes with a website. According to Seth Godin, such traditional methods of advertising (often referred to as “Interruption marketing”), have become less effective in the modern world, where consumers are overloaded with information.〔Godin, S. (1999). Permission marketing. New York: Simon & Schuster.〕 Therefore, Godin has developed the idea of permission marketing. Permission marketing is the opposite of interruption marketing; instead of interrupting the customer with unrequested information, permission marketing aims to sell goods and services only when the prospect gives consent in advance to receive the marketing information.〔Kavassalis, P., Spyropoulou, N., Drossos, D., Mitrokostas, E., Gikas, G. and Hatzistamatiou, A. (2003). Mobile permission marketing: framing the market inquiry. International Journal of Electronic Commerce, 8(1), pp.55--79.〕
Opt-in email is a prime example of Permission marketing, where Internet users sign-up (in other words give permission) to receive information about a certain product or a service.〔Aweber, (2014). Permission Based Email Marketing - Opt-In Email Marketing from AWeber. () Available at: http://www.aweber.com/permission-email-marketing.htm (18 Oct. 2014 ).〕 Supporters of Permission marketing claim it to be effective, as the potential client would be more interested in information that was requested in advance. It is also more cost-efficient in comparison to traditional marketing methods, as businesses only need to target consumers who have expressed an interest in their product.〔Krishnamurthy, S. (2001). A comprehensive analysis of permission marketing. Journal of Computer-Mediated Communication, 6(2), pp.4--6.〕
==Permission marketing vs. Interruption marketing==
Interruption marketing is essentially a competition to win people’s attention. Twenty years ago, when the internet was not as common, it was relatively easier to win people’s attention. However, in today’s world of mass-marketing, people are consistently overloaded with advertisements that compete for their limited time and attention span. The average consumer is said to come into contact with 1 million advertisements per year – which is nearly 3000 per day. When there is an overflow of interruptions, people’s inevitable response is to disregard them, tune them out, and refuse to respond to them. Such traditional methods of marketing have thus become more difficult and costly – increasing the number of exposures is now required to attain the same outcome.〔Godin, S. (1999). Permission marketing. New York: Simon & Schuster.〕
Permission Marketing, in contrast, offers an opportunity for the consumers to choose whether or not to be subjugated to marketing. By only targeting such volunteers, Permission Marketing assures that the consumers pay more attention to the marketing message. Permission Marketing thus encourages consumers to engage in a long-standing, cooperative marketing campaign.〔Saarbeck, S. (2014). Permission Marketing. Wiesbaden: Imprint: Springer Gabler.〕
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