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In recent years, especially on the internet, people began to be bombarded with a huge amount of information, including because of the numerous advertising campaigns that exist around the world. That’s when Permission marketing was born. Check the article to the end and understand how to create content that engages your audience!
How did permission marketing come about?
Due to the overdose of available information, which often does not interest the user, companies that wanted to stand out in the market needed to invest in innovation. As a result of this, the permission marketing new approach to the public.
Unlike what was done until then, this type of merchandise is only done with express authorization from the customer. By adopting this strategy, it is possible to develop more effective marketing actions and also to establish the company’s reputation as an organization that respects the desire and limits of approach determined by its target audience.
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What is Permission Marketing?
Permission marketing is a marketing modality that requires the customer consent. That is, the company only starts to communicate directly with the consumer and send advertising material after receive an explicit authorization to do so. This behavior is desirable for any business and, of course, is stimulated and provoked.
Through this system, the company attracts the attention of its target audience with general actions such as advertisements, blog articles and other means. After becoming aware of a certain offer or benefit, the user, if he wishes to start a relationship with that company, confirms his e-mail address or provides other personal data, thus authorizing the receipt of other communications such as newsletters, informative, purchase incentives among others.
What are the advantages of permission marketing?
One of the main differentials of this type of marketing is, of course, the fact that it ensures that only truly interested people in the products or services offered will be the target of campaigns and will receive promotional material. This provides other adjacent advantages: it reduces unnecessary expenses, minimizes eventual waste of time and capital, and increases considerably the conversion rate.
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This strategy also improves the organization’s positioning, as it shows that it respects and considers the opinion and wishes of its audience. O permission marketing guarantees the reader/consumer a value that has been little respected nowadays: the privacy.
Campaigns that require authorization are personal and non-transferable, intended exclusively for that individual’s profile. Also, if the customer wants it, permission marketing can be stopped easily as the authorization is revocable.
What is the relationship between permission marketing and inbound marketing?
Permission marketing and inbound marketing are closely related, especially in times when the internet is of fundamental importance in almost anyone’s life. Many of the incentives offered for effective registration and receiving consumer authorization depend on content generation actions (hence, inbound marketing) such as email marketing, newsletter, exclusive article, and e-books.
Inbound is also perceptibly strategic in campaign planning, as it is essential to segment them according to the location of each licensee within the sales funnel. Thus, more generic material is sent to those at the top and more specific information to buyers who are already at the top. funnel bottom that is, they were already well-worked and educated.
It is interesting, after getting permission, that the content is informative and teaches more about the business area in which the company is dedicated. It is not recommended, for example, to send out offers for the products immediately after receiving the user’s consent.
On the other hand, it is essential that you offer more incentives and work on affinity with each reader or customer creating a relationship of exchange and respect with these people who allowed you to establish this contact.
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