Traditional Direct Marketing Permission Based Marketing vs.

When Seth Godin, author of the acclaimed 'Permission Marketing' has stated that traditional advertising, which has included direct marketing, just not as effective as it used to be put in motion a train of thought that rock was the landscape to direct marketing forever.

Then and Now

Before taking a look at what came out of this school of thought, let's look more closely at the concept of traditional direct marketing:

Its features include the unsolicited offers, the disregard for privacy, low conversion rates and consumer apathy. Sending messages directly to customers using methods such as telemarketing, direct mail and e-mail was just the way things were done, but as time went on consumers began to grow disillusioned with the huge amount of spam / junk mail we received. E 'for this reason that the most part, previously acceptable, the tactics direct marketing have been made illegal throughout the world.
The move today is towards what has become defined, Permission Based Marketing. Built on features which include a commitment of consumers, to targeting, transparency and high conversion rates opt-in this form of marketing is definitely proving its worth.

Permission Based Marketing

Consumers are savvy, fiercely protective of personal data, tired of the overload of information at their disposal and the time to say the least hungry. So, how does this fit in permission based marketing rapidly changing landscape? Check out the main features of permission-based marketing to gain a deeper insight as to why this form of marketing is more relevant now that direct marketing can be.

Opting-in

At the time of traditional direct marketing was the key phrase 'opt-out'. With permission-based marketing [http://winnow.co.za/FAQ.aspx] is all about opting-in. In direct marketing communication is unsolicited and often unwelcome that's why the response rates tend to be so low. The cornerstone of permission-based marketing is that customers give their explicit consent to receive communications before they are posted. A customer who has requested to receive information is more valuable than someone who has no interest in what you are marketing. "The first rule of permission marketing is that is based on selfishness."

"Consumers will grant a permit the company to communicate only if they know what's in it for them." If a customer is to give access to their personal (and highly guarded information) you better be able to offer them something that no other company can. Customers are more likely to participate because there is something highly desirable in it for them: product ideal partner, the solution of a perfect service, better service, better value 'a change for the better.

Consumer engaged

The involvement of consumers is a key element of the marketing permissions, customers are not just simply being exposed to messages that are expected to involve. The investment of time by the consumer to provide information about themselves even before receiving any communication is particularly important as it enables personalized and relevant communication to be delivered to them as a relationship based.

High conversions

Where, as conversion rates tend to be rather low in traditional direct marketing the opposite is true for permission-based marketing. As the consumer has already made the decision to actively receive information about a product the possibility of a conversion is quite high. What's really great about permission based marketing is that you already know a little 'on the client, allowing you to make customized offers.

The updated database

Thanks to information for consumers on the Internet can be easily collected and updated. This allows you to customize the marketing offer to all their customers are looking for possible or are interested in that moment. If you want insurance you want it now 'not in six months time.

Permission-based marketing tactics are clearly the way forward is in the minds of consumers and businesses around the world .......