We are inundated with ads. The average consumer sees between 4,000 and 10,000 ads a day. And we tune them out.
Permission marketing is a solution to this problem. This marketing strategy requires the consent of the individual you’re marketing to before contacting them.
While more difficult than traditional marketing, it’s easy to see the benefits. PureB2B contributor Johanna Rivard explains why permission marketing exists:
For the longest time, marketing and advertising have been seen as intrusive and interruptive. A commercial on TV, an ad on the radio, and those huge billboards along the highway are all part of traditional marketing and advertising. Furthermore, the introduction of the internet and social media has resulted in ads showing up on our social media feeds and timelines too.
Though permission marketing is undoubtedly nicer for the consumer, is the extra effort and time worth the reward for the marketer? Or is interruption marketing more effective?
Bombarding your potential customers with too much marketing results in ad fatigue. While permission marketing is more time consuming, it forces you to focus on the most qualified prospects. This not only increases conversion rates, but should result in a greater understanding of your target audience.
You can use social media marketing results, including shares and page likes, to help your permission targeting. To simplify permission marketing activities, you can use marketing automation, lead scoring, and other tools.
For more on the pros and cons of permission marketing, see Rivard’s complete article below.
Read the source article at B2B Marketing Services
