By Optism Team, Sep 16, 2011
Optism provides permission-based, mobile marketing services. Providing the opportunity for mobile subscribers to opt-in to advertising messages based on their preferences is the core tenant of our service. Our blog series Permission Marketing in the News has been highlighting mobile and other permission marketing news for the past year. The leading proponent of permission marketing is Seth Godin who coined the term in his book Permission Marketing in 1999. To celebrate our one year anniversary, we are running a series of blog posts summarizing his book chapter by chapter and analyzing how changes in the mobile and advertising marketplace have impacted the recommendations in his book.
In Chapter Seven, Seth explores “working with Permission as a commodity.” He providers four rules to help marketers do this:
- Permission is nontransferrable.
- Permission is selfish
- Permission is a process, not a moment
- Permission can be canceled at any time.
“Permission rented is permission lost”
Seth’s first rule is very much in keeping with a mobile marketing best practice: the permissions you have been granted should not be shared, sold or traded to anyone else. This is very different from traditional marketing practices where selling and trading consumer data is a multibillion-dollar business. For Seth, “Permission Marketing is at odds with the secret sorting and evaluation of data.” As we’ve been reminded throughout the book, permission marketing delivers advertising that is “anticipated, personal, and relevant.” Brand messages that are received from an unknown source, from someone who has simply bought a consumer’s contact information, aren’t anticipated — they take the consumer by surprise. “And when you surprise a consumer, not only do you void permission, you increase fear.” Read the rest of this entry »