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.
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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)
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)
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