Future of Marketing Part 2

In Part 1, I discussed how traditional marketing is no longer working the way it used to. This is happening for a variety of reasons -- people have too many mass media choices, they're bombarded with way too many marketing messages, the Internet is adding accountability to advertising, etc.

So if traditional marketing is no longer effective, then how will you get the word out about your products or services?

What Internet Marketer Seth Godin, author of the book Permission Marketing, calls permission marketing.

Permission marketing is when your customers give you permission to market to them. This is opposite from traditional marketing, also known as interruption marketing (another term coined by Godin).

Interruption marketing works by interrupting you. Nobody watches television for the commercials. Nobody flips through a magazine for the ads. But that's how interruption marketing gets you to buy something.

Permission marketing is completely different. With permission marketing, customers look forward to hearing from you. They LIKE receiving information about your products and services. That's because they've agreed to enter into a relationship with you. And if permission marketing is done correctly, you'll eventually develop a stronger relationship with your customers than you ever would have with interruption marketing. (But that doesn't mean interruption marketing doesn't have its place. More on that later.)

Permission marketing isn't new. In fact, it's older than interruption marketing. Back before there was mass media, business owners routinely developed long-term relationships with their customers. And customers expected to be involved with the selling process from the beginning.

Now, of course, we no longer need to be dependent on building relationships face-to-face. With the Internet, we have a whole host of low-cost options available to us, which makes permission marketing easier now than it was before.

Here's how it works. You start by developing something that your customers find valuable enough to give you permission to contact them on a regular basis. E-newsletters or e-zines, which are e-mail newsletters, are popular and so are Web blogs. Web blogs are like online journals. For a fun sample, check out http://www.boingboing.net Or Seth Godin has his own blog -- http://www.sethgodin.com

But e-zines and Web blogs aren't the only things of value people sign up for -- you can offer them classes delivered via e-mail or tips or contests or points programs or special offers or whatever your creativity can come up with.

While it is possible to develop a relationship with customers using only offline techniques (for instance, a printed newsletter you mail to your customers) it's less expensive and more effective to use the Internet. It's quick and easy for your customers to sign up via your Web site and it's cheap for you to send it out via e-mail.

However, in order to get people to sign up, you first need to tell them about it. That's where interruption marketing comes in. You still need to get the word out about what you're offering. Then once they sign up, you can start building the relationship.

Is this a lot of work? Yes. Is it more work than interruption marketing? Yes again. But is it more effective than interruption marketing? It can be. Especially since interruption marketing isn't working the way it used to.

I feel that permission marketing favors small business owners. That's because permission marketing only works when customers and businesses form a relationship, and customers prefer forming relationships with people rather than entities. Customers want to know the person behind the business, not just the business itself.

But that doesn't mean big corporations can't employ permission marketing techniques. They just need to get creative about it. Perhaps developing a spokesperson or a business "personality" or a forum or group of people.

The important thing is to start thinking about how marketing is changing and what you can do about it.

(Resource for article: Seth Godin, Permission Marketing)

Michele Pariza Wacek owns Creative Concepts and Copywriting, a writing, marketing and creativity agency. She offers two free e-newsletters that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business. She can be reached at http://www.writingusa.com

---

How Do You Get Past The Gatekeeper?

The best joint ventures are with people in your own... Read More

Image is Key to Your Marketing Success

In virtually any business first impressions are lasting impressions. Most... Read More

Build Lifelong Networks With Your Own Barter Group

I don't know if you have ever seriously considered bartering.... Read More

Off the Shelf Small Business Mapping Software

All small businesses can benefit from inexpensive off the shelf... Read More

Lack Of Business Isnt Always The Problem

When you're just starting out in business, it's a safe... Read More

Color Part 2: Formats and Systems

There are several color formats and systems available for mixing... Read More

Consider Consumer Psychology

In your marketing efforts, be they on or offline, it's... Read More

25 Ways To Make Your Next Direct Mail Campaign Work

This list contains 25 powerful strategies to improve your direct... Read More

What Your Customers Want

Your customers don't know what they want. And to assume... Read More

How To Use The Og In All Of Us To Make More Money

5000 B.C. -- somewhere near a cave in MontanaOg the... Read More

Devious and Deceptive Packaging

Have you read anything in the news lately about childhood... Read More

Marketing Strategy 101: 10 Marketing Strategies I Learnt From My Oral Surgeon

This is how the conversation went on my follow-up visit... Read More

Motivating Shoppers with Online Coupons (Part 2 of 2)

Last time we discussed how online coupons and promotion codes... Read More

Up Your Income Next Week: 13 Ways to Have a Sale

Nothing gets people buying products or programs like a special... Read More

Making the Intangible Real

How do you make the intangible real? How do you... Read More

Sage Advice from a Marketing Expert!

An international hair-cutting chain opened a new store directly across... Read More

Get FREE Web Tips From Your Competition

I knew this one would get your attention. How can... Read More

Keep Costs Down and Keep the Marketing Strategy Simple

One of the biggest mistakes we could make as business... Read More

Two Methods of Marketing Using Joint Ventures

Whether you're a contractor a local merchant with 150 employees,... Read More

Niches - The Path to More Profits

Hey, as business owners we CAN'T be all things for... Read More

Powerhouse Marketing With Persuasive Postcards

The lowly postcard?it's more than just a "having fun, wish... Read More

D.A.N.C.E. With Me

Recently, a client asked what he could do to help... Read More

Market Planning -- Getting the Word Out

"There are those who get things done and those who... Read More

Put Your Marketing To The So What? Test

Want to get Better at your Marketing today?For many service... Read More

How to Up-Sell Change

As Freud cautioned, it's insanity to keep doing the same... Read More

The Role of Marketing for Boards of Directors

Small and emerging companies often do not put together a... Read More

Good News Travels Fast

This newsletter is full of opportunities staring you in the... Read More

7 Great Ways to Market Yourself and Your Business to Help Increase Sales

Do you own a business and need ideas on how... Read More

Website Promotion Strategies For Targeted Web Site Traffic

If you're looking to drive more targeted traffic to your... Read More

Freebie Seekers? Turn Them Into Clients and Referrers - or Turn them Far, Far Away

Many service business owners these days are "giving away" their... Read More

Powerful Direct Marketing Numbers

Direct Marketing works!Why? It works because it's personal. It carries... Read More

How to Successfully Promote your Business to an International Audience

Breaking into the international marketplace can catapult a company into... Read More

Marketing is More Important Than Expertise

Being a master of your craft, skill, or talent doesn't... Read More