Permission marketing: what it is, advantages and tips
Posted: Mon Jan 20, 2025 10:33 am
Permission marketing promotes a more personal and less invasive relationship with potential customers .
Have you ever made an online purchase and been offered to check a box to receive more information and promotions about the company's services? This is a permission marketing strategy , which allows consumers to decide whether they want to receive advertising from a brand or not (something essential within inbound marketing ).
The origin of this type of marketing dates back to 1999, when the term was coined by the American businessman Seth Godin (who is also the creator of viral marketing ) in his book Permission Marketing . Therefore, this concept was born as a response to society's gradual disinterest in traditional advertising, something that was already happening at the end of the 20th century and that has become much more acute since then.
Some of the reasons that explain the rise of permission marketing are: free access to business owner database the Internet, the large amount of information generated daily, the diversity of purchasing options and immunity to traditional marketing strategies. Ultimately, it all comes down to the user's preference to satisfy their tastes on demand.
Therefore, to better understand the nature of this type of marketing, let's analyze its three main pillars one by one:
Anticipation . The company provides users with advance notice of the type of content they will have access to, and consumers give their permission in anticipation of receiving it.
Personalization . The brand sends advertising to specific users, so it must personalize the message to generate a relationship of trust and closeness (in line with one-to-one marketing ).
Relevance . Consumers expect these communications because they are of interest to them. Therefore, the company must offer them advertising according to their preferences and needs.
And what examples can we find in our daily lives of this strategy? In addition to email marketing (the most common), there are also newsletters , social networks, RSS feeds or loyalty cards.
Advantages of implementing permission marketing
Permission marketing offers benefits to both users (who receive only what they want) and companies (who are in contact with potential customers interested in their brand). In this regard, OCCAM presents seven advantages offered by permission marketing:
It is an alternative to intrusive advertising . Contrary to the discomfort that can be generated by unwanted commercial phone calls or emails, permission marketing promotes a relationship of mutual interest.
Generate anticipation . This way, it serves as a reminder to users that your brand is still there. You have to take advantage of their desire to receive communications and improve their experience with the company through good branding work .
Have you ever made an online purchase and been offered to check a box to receive more information and promotions about the company's services? This is a permission marketing strategy , which allows consumers to decide whether they want to receive advertising from a brand or not (something essential within inbound marketing ).
The origin of this type of marketing dates back to 1999, when the term was coined by the American businessman Seth Godin (who is also the creator of viral marketing ) in his book Permission Marketing . Therefore, this concept was born as a response to society's gradual disinterest in traditional advertising, something that was already happening at the end of the 20th century and that has become much more acute since then.
Some of the reasons that explain the rise of permission marketing are: free access to business owner database the Internet, the large amount of information generated daily, the diversity of purchasing options and immunity to traditional marketing strategies. Ultimately, it all comes down to the user's preference to satisfy their tastes on demand.
Therefore, to better understand the nature of this type of marketing, let's analyze its three main pillars one by one:
Anticipation . The company provides users with advance notice of the type of content they will have access to, and consumers give their permission in anticipation of receiving it.
Personalization . The brand sends advertising to specific users, so it must personalize the message to generate a relationship of trust and closeness (in line with one-to-one marketing ).
Relevance . Consumers expect these communications because they are of interest to them. Therefore, the company must offer them advertising according to their preferences and needs.
And what examples can we find in our daily lives of this strategy? In addition to email marketing (the most common), there are also newsletters , social networks, RSS feeds or loyalty cards.
Advantages of implementing permission marketing
Permission marketing offers benefits to both users (who receive only what they want) and companies (who are in contact with potential customers interested in their brand). In this regard, OCCAM presents seven advantages offered by permission marketing:
It is an alternative to intrusive advertising . Contrary to the discomfort that can be generated by unwanted commercial phone calls or emails, permission marketing promotes a relationship of mutual interest.
Generate anticipation . This way, it serves as a reminder to users that your brand is still there. You have to take advantage of their desire to receive communications and improve their experience with the company through good branding work .