Permission marketing is a concept born 1999 because the worldwide known author Seth Godin published a book called “Permission Marketing”. By then, marketers already had a lot of difficulties to get the attention of the consumers – due to a high saturation of the information they were exposed. So digital tools gave us the opportunity to help the costumers to select the content they want to consume; it’s the opposite of invasive Marketing. And e-mail Marketing or events are just some examples of this.
When I create a Brand, prepare a strategic plan or organize an event, I always bring the “permission Marketing” a bit further. Heaps of companies pay advertising and share content that is more related to the own business careless of what their audience needs. If a Brand wants to connect, then it has to be, first of all, permitted by the people. With permission Marketing we create a new expectative to the customer, as they have anticipated the request of information, and is waiting so to receive it. It’s personal, as there’s a close relationship based on the confidence and trust to the product, and so could become a potential buyer. It’s relevant, as the customer is interested in advance to receive the information of that product.
On the other hand, there’s a rule, especially on Social Media platforms, called 20/80; this means that if a Brand wants to start engaging with his audience has to publish at least an 80% of the contents without being related to the company itself. It has to entertain, make you feel something, trigger action. Honestly, if you share posts related to the latest product you have in the shop, won’t be anything the users want to consume in the platforms where they connect unless you have built enough awareness to your Brand that they ask for this. A real example of this could be Go Pro. They support and sponsor global risk and water sports; they share relevant videos and photos made by the users with their cameras. For sure all these people is waiting for the launch of the latest camera model. But if you, as a Brand, don’t care about what the audience wants, why would they care about your products?
Permission Marketing is kind of “asking the consumers if they can come into their life’s”. We did this with the magazine Menja’t Andorra, with the insurance company Multisegur Assegurances, and with the Commercial Centre Illa Carlemany.
My idea when working in any Brand is that, if a whole Brand is built with a good foundation, the quality content comes out most naturally with a great answer and engagement from the audience.