For several years, advertisers have employed a system of marketing that is designed to grab the attention of consumers by repeatedly exposing them to commercials and print media. It is a style of marketing that is just as old as paper, and for a long time, it worked.
Everywhere you went, even in your homes, you were bombarded with ads in newspapers and magazines, and on television screens, radio stations, bills, coupons mailed to your home address, posters pinned to boards, walls and electric poles, and billboards.
As technology advanced, telemarketing sprung to life. Like door-to-door salesmen, telemarketers had direct access to your homes and the unwarranted opportunity to interrupt your day.
All these forms of marketing are interruptive by nature. You come into contacts with them regardless of if and when you want to or not. Marketing has always been this one way - one directional and interruptive. Now, we are met with clutter upon clutter of information and advertisements wherever we go and it is becoming increasingly difficult for consumers to care about them anymore.
Think about it, how many time have you flipped the channel when a commercial came on or skipped an ad on youtube or restarted that mobile app when an ad popped up? People don’t care so much about ads these days. It takes a well placed, perfectly targeted and high-budget ad to catch the attention of its intended consumers.
As an entrepreneur, you are responsible for facilitating marketing strategies that are cost-effective and have a good ROI. Unless you have a big marketing budget, interruptive marketing - as described above - cannot work for you. However, there is a system of marketing that can save your costs, help you reach, connect and interact with your targeted market, and has a high return on investment. This system is called Permission Marketing.
The term, Permission Marketing, was first coined by Seth Godin over a decade ago. It revolves around the notion that consumers have the power to either ignore or accept the information they receive. Basically, permission marketing involves offering value through creative contents to those who really need it and in exchange, they offer you their attention.
Take, for example, a blog article you read on a website (like this one). You enjoyed reading the blog article, it is informative and entertaining - the way you like it. At the bottom of the blog, the author encourages you to subscribe with your email to get more articles or to get the rest of the article. As a reader, you have the right to decide to subscribe or not. If you eventually subscribe, you give the author your ever-so-valuable email address and the ultimate permission to send you more articles and contents.
Over time, the author sends you more contents - directly to your email address - offers you more value and encourages you to take further actions like checking out an ongoing sale on the author’s website or attending an event hosted by the author; and again you have the right to choose what to do.
This exchange of information and value between the author and the reader (marketer and consumer/entrepreneur and client) is the interactive feature that makes permission marketing the most attractive for new age entrepreneurs.
By developing creative contents and distributing them via various channels - social media, websites, emails, videos, ebooks, online courses etc. - you are offering value to your market and those who really need what you are offering will, in turn, offer you the information you need to form a budding relationship with them.
Start connecting and interacting with your target market by booking a content strategy consultation session with horoma today!