Permission Marketing

The book “Permission Marketing” by Seth Godin which was release last May, 1999, was a sales and marketing book which I think as a purpose of letting the marketers know of other ways of encouraging sales and maintaining good relationship with its present and future clients.
Our teacher in Emarke, Sir Aran had prepared 5 questions for us to answer based on the book Permission Marketing.

1. With the entry of Seth Godin's permission marketing concept, how does it affect traditional marketing vis a vis internet marketing?

- The way I understand traditional marketing, it’s the usual marketing that we see and experience today, the advertisement in the radio and television, the billboards and any other marketing promotional activity which aims to inform the clients with the products and maintaining a good relationship with them. When internet technology comes in, more and more people are getting hook up with it. A lot are now spending much of their time in the world wide web. To a point that people are already started ordering and buying their needs and wants in the internet, because it’s very easy and convenient, everything had become just a click away. Because of the increase of popularity of the internet and the increase in numbers of people on purchasing on line, it become now clear to marketers that the next platform or venue for them to encourage sales is the internet. Since there is already the internet, traditional marketing will be lesser and the internet marketing will continue to increase. Consumers doesn’t want to be bombarded with a lot of information and products, they want that they are giving the options on what information they should get about anything and the internet is providing them that. Of course we will still see a lot of traditional marketing, but it will be less effective because of the entry of internet marketing.

2. Provide 5 examples or applications of seth godin's marketing concepts to any product/ brand or company. Elaborate.

• Mobile Marketing – being used by Globe telecom and Smart, where in they send text messages of different kinds of promotional activity and the user had an option if they still want to continue receiving those information or promotional text.

• Spam mails thru emails- every time you open your inbox, you always receive an email which you don’t know where it come from or you don’t know who the sender was, it’s a spam mail. Most companies used this kind of application to increase the number of their followers who will eventually be their client.

• Blogsites – companies use this also to encourage followers. When you become a follower, you will able to know all the marketing promos of that company, thus it will most likely end up being a client to them. Also, if you have your own blog and u had followers, you yourself become an advertisement without you knowing it.

• Social Networking – the most famous of them all is Facebook. A lot of companies are already using facebook in promoting their products just like what Uniliver did to Dove soap, Starbucks, Nike and even celebrities and politicians uses facebook to increase their popularity and value.

• Internet Advertisement – examples of these are Google Ads. Everything you open just about anything in the internet, you will see these ads. But if you observe carefully, the ads that you see depends on the website that you visit. For example, if you visit a realty website, most likely the ads that you will see are those related to real estate like interior design, landscaping, furniture etc.

3. What do you think are the reasons why small companies should adhere to permission marketing? why big companies should adhere to it as well?

I think both small and big companies should try permission marketing. A lot of people are getting hook up every day in the internet, and internet is one of those tool that they can use. People nowadays are always bombarded with a lot of information, you and I sometimes get tired of these marketing promotional activity. I my self don’t want to be bombarded with a lot of marketing information. In this case, this is where permission marketing comes in. Permission marketing is also a way of empowering your consumers. Using permission marketing will make them closer to their clients, thus digging deeper to their needs and wants. Permission marketing will help companies in developing closer and more intimate relationships with their clients. The use of permission marketing will help companies in maintaining relationships.

4. Discuss basic principles of permission marketing and explain.

The basic principle of permission marketing is that marketers obtain permission before proceeding to the next step in the purchasing process. This is mostly used by online marketers, notably email marketers and search marketers, as well as certain direct marketers who send a catalog in response to a request. These people will ask permission to send email newsletters to prospective customers. This kind of marketing requires that the prospective customer has either obtained explicit permission to send their promotional message (an email or catalog request) or implicit permission (querying a search engine). This can be either via an online email opt-in form or by using search engines, which implies a request for information which can include that of a commercial nature.

5. Are the concepts of Seth Godin conservative or radical? Explain.

I think it is both conservative and radical. Conservative because he still used the basic principles of marketing. Radical because he has a different approach to it and he uses the latest in technology which is the internet.

See Seth Godin himself explaining some of the topics found in the book.