Permission marketing
The permission marketing is a type of Marketing which requires the authorization of the targeted people. Invented and popularized by Seth Godin, old VP Direct Marketing of Yahoo, in its work " Marketing" permission;. The finality of the Permission Marketing is to encourage the customer to enter then to progress in various levels crescents of Permission, i.e. of assent with respect to a mark or a product, via a program of relational marketing. It is an investment in the development of customer loyalty on the long run, also based on the concept of Share of Customer, in opposition to that of Market share.
That makes it possible to increase the convertion rates, as well as the satisfaction of the people targeted by providing them only products or services answering 3 criteria:
- relevant
- awaited
- personalized
Examples
- publicity encouraging a complementary request for Documentation;
- inscription with a newsletter on Internet
- program of fidelity Flying Blue of Air France
External bonds
- Internet site of Seth Godin
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