Permission Marketing-a new approach in building brands

By Lena Yudina.

As business brands are looking for more efficient ways to advertise their business in post-COVID-19, I came across a concept of Permission Marketing. Permission Marketing as a relatively new approach in building brands. I partook in a study of marketing strategies executed by the top 100 companies in the USA and UK. Here, I wanted to share some of my thoughts and findings. According to marketing experts in the US and UK, Permission Marketing is not only competitive and productive, but it has become the future of marketing strategies in the post-COVID-19 world. What is Permission Marketing? How does it compare to the currently popular strategy of Interruption Marketing? 

Interruption Marketing

I am not sure about you, but I am usually annoyed by Interruption Marketing Ad campaigns where heir ads begin to pop up everywhere I go online. The ads interfere with my online reading as they block the page and make the view of the texts incredibly limited. But what is most annoying is that they ask me to buy the product right away, without even sharing the specific details and the reason as to why I should do it. According to business experts, these kind of campaigns are not always useful despite the multimillion-dollar expenses that marketing agencies spend on them. 

Permission Marketing

Permission Marketing, on the other hand, is not searching for big crowds of strangers that may become potential customers. But rather, Permission Marketing is seeking trust and relationships with like-minded people. It follows the motto: “less is more,” and focuses on the customer’s needs, desires, & comfortability before offering any products for purchasing.

Top 100 companies with exceptional marketing strategies

Remember, the beginning of the giant companies like Amazon or Levi Strauss & Co (Levi’s) ? Amazon, for instance, started as a bookselling business. It offered people books at reasonable prices that were much lower compared to the prices at book stores. Then, Amazon used its data collected from its sales to ask permission to sell more books and other relevant products to each customer that they acquired through their campaign.  

Levi Strauss, (a famous denim brand in the USA), initially did not have any item stored in their warehouse that was ready for shipment. Instead, they ran consistent marketing campaigns, offering people a chance to measure their bodies and send the measurements directly to the company so that the company could create an almost unique individual pair of jeans.

Levi’s marketing strategy builds an incredible trust of the Brand’s quality and integrity. Despite many economic crises, the Levi’s Brand is still highly profitable, even today. Internet, email, and analytics serve as great tools to prompt Permission Marketing.

What is the main focus of Permission Marketing?

‘Permission Marketing strategy focuses on increasing your products offering to the customers. By being customer-focused instead of retail-focused, a merchant can widely increase his offerings, thus increasing the share of wallet.’ (SG)

Permission marketing creates an interactive relationships with the customers, which is a valuable asset on its own. This effort leads to meeting more customer’s needs. Investing your time and money in customer retention and customer trust is a new way to approaching marketing.

How would you run your Business and its Marketing Plan ?

How would you run your Marketing Campaign? Would you hire a giant marketing or costly PR agency? Would you place your ads on the bulletin board of a local grocery store, or air them on some news channel? Perhaps you will send a free sample of your products to some random people for trying ? Hire a blogger, an influencer, graphic designer, freelance marketer, or a smaller marketing agency to work as a team for mutual benefit and consistent marketing efforts? All efforts might be great, but keeping in mind the Permission Marketing approach, some filters will come into place.

Collaboration is a Key

Join our discussion by commenting below. Follow us on Social Media @Coffee_District and Instagram for more updates or email with your questions: lena@coffee-district.com. We might work as business partners and feature you in our media or our life-style digital Magazine. Please click here to visit our Media and Publicity page for more Q&A.

Happy branding and happy dwelling in the Post-COVID-19 Business World!

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