By Optism Team, May 6, 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.
Chapter One of Permission Marketing by Seth Godin outlines the differences between traditional advertising and permission marketing. Instead of calling it traditional advertising, Godin dubs it interruption marketing because it interrupts us from what we are doing. Godin writes,”Interruption, because the key to each and every ad is to interrupt what the viewers are doing in order to get them to think about something else.” For example, having to watch a TV commercial interrupts us from watching our favorite TV show. Godin believes trying to convince your audience to buy your product by interrupting them is a challenge. Read the rest of this entry »