Lesson notes, exercises, downloads, and recommended reading are below the video. On mobile, the video will rescale when you play it.

What is Seth Godin’s Permission Marketing? And How to Build Your Campaign

Permission Marketing has reached early adulthood. Born in 1999, it is a vibrantly fit and energetic part of the marketer’s toolset. We see it everyday, and think nothing of the revolutionary change it has created.

Watching this video is worth 3 Management Courses CPD Points*.
🔎 See below for details

Marketing for Managers
This video is part of course module number 8.3.4
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 4: Online Marketing

Other videos in this section include:
🎬 What is Marketing Automation? And How to set it up. https://youtu.be/-TpV1tabW0I
🎬 What is Remarketing? (or Retargeting) https://youtu.be/Rng5dfpsQEI
🎬 What is A/B Testing? …and Split Testing? https://youtu.be/43BaSGCRYz8

The term ‘Permission Marketing’ was coined in 1999 by entrepreneur and marketer, Seth Godin in his breakthrough book: ‘Permission Marketing’ (https://geni.us/I8GqAiu).

Why Permission Marketing?
Godin talks about the crisis of attention. With so much marketing and advertising, how can a product, service, or brand get attention?
He refers to the traditional approach to marketing as ‘Interruption marketing’. It gets consumers’ attention by interrupting what they are doing and demanding their attention.

Traditional advertisers fight the battle for attention:
1. Spend more.
2. Give your adverts more punch.
3. Change your campaigns faster, to keep them fresh.
4. Scrap advertising and use promotions and direct mail.

What is Permission Marketing?
Permission Marketing is a marketing message that consumers want. So, they give you permission to place it before them.
The commonest example is when you sign-up for an email newsletter.

Godin’s Three Characteristics of Permission Marketing
Seth Godin defined permission marketing as ‘anticipated, personal and relevant’.

How to do Permission Marketing
In his book, Godin continues his dating metaphor. He offers ‘five steps for dating your customer’.
1. Offer your prospect a reason to give you permission to market to them
2. Use the attention your prospect gives you
3. You need to constantly reinforce the incentive to stay
4. Make an investment in the relationship
5. Use the permission you have to make offers (proposals)

1. From your own experience, find examples of interruption and permission marketing. (2 MC CPD Points)
2. Which forms of marketing does your organization use? Is each an example of interruption or permission marketing? (2 MC CPD Points)

Free Resources
🧰 CPD Tools – https://gum.co/MC-CPD
Paid resources
🧳 Management Courses Onboarding Kit – https://gum.co/MC-ObK ($3)

Permission Marketing https://geni.us/I8GqAiu

📖 Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
📖 Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
📖 Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
📖 For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO

⭕️ Links to our book recommendations are affiliated through Amazon

Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)

You can record your Management Courses CPD points on our free, downloadable CPD record log.
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Each video has two levels of MC CPD points. For this video:
– If you simply watched the video, record 3 MC CPD points
– If you also carried out all of the recommended exercises, score a total of 7 MC CPD points

#Marketing #ManagementCourses #PermissionMarketing


What is Mentoring? Why get a Mentor and Why be a Mentor? + Top Tips
What is PESTLE Analysis?
The Miller Heiman Strategic Selling Methodology
What is NLP Modelling? And How do we to Do it?
NLP & Hypnosis: What is the Milton Model?
NLP Meta Model: Precision Questioning and Listening
What is NLP? Neuro Linguistic Programming
Howard Gardner: Emotional Intelligence in the Multiple Intelligences Model
Don Draper: In Mad Men, Advertising is Cool
Vance Packard – The Hidden Persuaders
David Ogilvy: The Father of Advertising
Seth Godin: Powerhouse of Marketing Ideas
Jean-Claude Larréché and Marketing Momentum
Theodore Levitt: Globalization of Marketing
Philip Kotler: The Father of Modern Marketing
Estée Lauder: The Mother of Modern Marketing
Advertising Campaign Monitoring & Evaluation
Media Buying: The Three Stages
All of the Advertising Media I Can Think of
Top 20 Strategies for Persuasive Ad Copy: Advertising Copy Strategies
The Creative Process: Developing, Writing, and Producing an Advert
Advertising Agencies: What They Offer and How to Select and Brief an Ad Agency
Planning an Advertising Campaign: Campaign Objective and Budget
What is Advertising? And What are its Benefits?
What is SEO? Search Engine Optimization
What is a USP? A Unique Selling Proposition
What is A/B Testing? …and Split Testing?
What is Remarketing? (or Retargeting)
What is Marketing Automation? And How to set it up.
What is Customer Relationship Management (CRM)? …And How to Use it.
What is the Customer Journey? And How to Visualize it
Seth Godin: What are Tribes?
Guy Kawasaki: What is Enchantment?
What is Public Relations (PR)?
What is the Marketing Channel Mix? Promotion Channel Strategy
Marketing Mix: The Fifth P – What is Positioning?
Marketing Mix: Crafting a Message – What is Promotion?
Marketing Mix: Place and Distribution Channels
Marketing Mix: Price and Pricing Strategy
Marketing Mix: Product – What is the Product Marketing?
What is the Marketing Mix – The 4Ps: Product, Price, Place, Promotion?
What is Multi-Level Marketing (MLM)?
What is a Customer Persona? …or Buyer Persona or Marketing Persona
What is Market Segmentation?
What is a Marketing Strategy?

Mike Clayton

About Mike Clayton 

Dr Mike Clayton is a (former) Project Manager and now a management educator. Having trained thousands of people at live workshops, seminars, and conferences, he now delivers training mainly via video. He has 14 books with international publishers and runs two successful YouTube channels. He is also the founder of OnlinePMCourses.com

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