What is permission marketing?

Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention

“Permission Marketing is the privilege (not the right) of delivering anticipated, personal, and relevant messages to people who actually want them.”

How can a marketing school help you in this field?

Permission marketing is a relatively new marketing concept—one of many you’ll encounter in a marketing program, which is built around equipping students with the knowledge and skills necessary for this and other kinds of campaigns.

In order to understand marketing, you’ll learn about research and development in a business. Classes in economics and accounting will prepare you for advising on price, computing the various costs (including advertising and marginal unit cost) and predicting profits. For placement, you will learn about product distribution methods and logistics, how to develop business relationships with both suppliers and resellers, and about what channels are available to your company. Finally, promotion will focus largely on communication skills.

In addition to taking specific classes in communication and presentation (including interpersonal, organizational, and Internet communication), you’ll also learn how and when to focus on exposition or persuasion, using both verbal and graphic messages. Meanwhile, classes in market research and consumer psychology will further increase your understanding of consumer behavior, including how to identify what level of familiarity (or permission) you have in a given communication.

To learn more about how a marketing program might benefit you, request information from schools with degrees in marketing, and give them your permission to tell you about what value they can provide.

Permission Marketing

The concept of “Permission Marketing” isn’t new (Seth Goddin,) it about “turning strangers into friends and friends into customers” seems remarkably prescient in today’s age of “Friending,” “Liking,” and “Following.” Godin told the (then e-mail-dominated) interactive industry, “By talking only to volunteers, Permission Marketing guarantees that consumers pay more attention to the marketing message. It serves both customers and marketers in a symbiotic exchange."

Today, technologies like Facebook Connect and OAuth are helping to redefine the concept of permission marketing. Using these technologies, brands, retailers, publishers and other sites are able to actively establish a permission-based relationship with their users and customers on their own websites. Now websites have the opportunity to embrace transparency, to be upfront with people during the registration process about how their data will be used, as well as how it will benefit both parties.

We have a new generation comfortable using Facebook and other mobile apps and who, according to recent survey data, are quite willing to share personal information with companies and brands in exchange for value provided. They are also relatively unconcerned about the security of data they share on social networks. The bottom line is that this type of authorization-based relationship between brand and user is likely to become the norm.

So what exactly is the data and advertising opportunity for sites? The Huffington Post is the poster child for this new social data-based permission marketing approach. Readers register on the site using their existing Facebook, Twitter or other social identity, thereby giving HuffPo access to data with which the site can personalize the user experience.

For readers, this means they can see what their friends are reading and sharing on their site, giving them a powerful social filter for relevant content. It also means The Huffington Post can sell advertising on their own site based on everything they know about the user from a social perspective.

I had a chance to meet Huffington Post CEO Eric Hippeau at last year’s IAB leadership summit, where publishers get together to talk about the future of interactive advertising, and he shared with me that their integration and application of Facebook Connect and similar technologies to create a social new experience  has been the key driver of their phenomenal traffic growth over the past year plus. Social advertising is also a key source of their revenue growth HuffPoconsiders their site to be in the category of social media, and structures their ad sales team to serve that unique buyer. For publishers and advertisers, this approach has the power of Facebook ads, yet is superior because it combines the best of both worlds –- deep context plus social data.

While Social registration, also known as Social Sign-On, is the foundation for this new relationship-based model, the layers on top of that foundation are the most promising for the future of advertising. In addition to basic demographic targeting, sites could offer advertising based on interest data, targeting movie fans or iPod fans for example. Sites could also sell against social influence and activity — factors such as the number of friends, propensity to share and history of driving referral traffic, or even the number of items “Liked” as an indicator of engagement. Reward programs driven by game mechanics are a key part of the nurturing process in this new model, where a loyal, engaged and most importantly non-anonymous audience is the new currency of advertising.

Sites and brands need to ask themselves: What am I offering people that they will truly value in exchange for permission to talk to them as a friend and not an anonymous user? Badges may not be right for every site experience, but successful apps and other web experiences like those on The Huffington Post prove that it is not an unattainable goal.

As with all new models, there are challenges to address. Sites need a critical mass of users to grant them these permissions in order to sell advertising effectively. Privacy concerns with social network data will evolve over time and regulatory pressure will certainly cause the interactive industry some headaches as we move to a new equilibrium. But it is inevitable that a permission-based model will prevail, and those that are able to rapidly embrace this model and experiment with its possibilities will win higher CPMs, new ways to differentiate against the competition, and a more loyal audience.

 Simply,  Permission Marketing Is the Future of Online Advertising.

According to Seth Godin (who coined the term), “permission marketing is the privilege (not the right) of delivering anticipated, personal, and relevant messages to people who actually want them.”

 Permission marketing is a common tool in Internet marketing and direct mail/email campaigns. Software like Facebook Connect allows different applications and websites to share information with the user’s permission, so that the user doesn’t have to continually register the same information with every application. (Add a new app on Facebook, and notice how a window pops up to notify you that the app requests your permission to access your information.) 

Any subscription to an SMS, newsletter, blog, RSS feed, or even certain loyalty cards can be an opportunity for permission marketing. For example, customers who purchase a Starbucks card may register the card online, which allows them to check the balance of their card, or even get a replacement (with the balance!) if their card is lost. When registering, Starbucks asks for the customer for their birthday, in order to send them a coupon for a free drink. When the customer’s birthday rolls around, they get the coupon; what they don’t get is continued unsolicited mail sent to their address.

Thanks for invitation

It is to ask the client's permission to offer him something very interesting. It must give the consumer who becomes very group on the full approval process, and the Internet is the best tool for marketing authorization

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