It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.
Pay attention is a key phrase here, because permission marketers understand that when someone chooses to pay attention they are actually paying you with something precious. And there's no way they can get their attention back if they change their mind. Attention becomes an important asset, something to be valued, not wasted.
Real permission is different from presumed or legalistic permission. Just because you somehow get my email address doesn't mean you have permission. Just because I don't complain doesn't mean you have permission. Just because it's in the fine print of your privacy policy doesn't mean it's permission either.
Real permission works like this: if you... read the rest>>
I love this book! I read it to prep for the Direct Marketing case at OCMC. It really is a great break down of what d.m is, and has great examples to use as a resource.
ReplyDeleteTanya. T
Consumers have been losing more and more of their rights when being advertised to. There is a fine line between business to consumer respect, and business to consumer tolerance. With some companies they have surpassed both, and that is when opinions begin to change. If the consumers are offended, they will in most cases, move on to a different product, stop utilizing the method they are advertising with, and/or spread their opinion to their friends. Either case is not a good thing in exchange for spending big bucks on something you are hoping will increase sales. The line needs to be re-defined to the businesses, and to the advertising companies themselves. The consumers have much more leverage than they think on prices, styles, and the success or failure of particular companies.
ReplyDeleteI've noticed over the past year or so that I've been receiving e-mails from businesses in regards to products or services that I have never have signed up for/purchased. So it's becoming a bit odd as to how they retrieved my email address. For spam and unwanted "junk" mail, I know that Gmail has a setting that will enable mail from certain unrecognized e-mails, or selected addresses of your choice, to automatically delete/mark as spam/put into junk folder. This makes deleting and removing unwanted mail a lot easier.
ReplyDeleteAlso, Kyles initial sentence is very accurate. But at the same time, what would the world be without flashy billboards and provocative print ads hanging up in Dundas Square (or anywhere!) Advertising when done effectively is a short form of entertainment, and we love it!