In today’s digital era, online audiences are swamped with advertising left, right and centre. It is no wonder then that they block sites from tracking their IPs and discourage third parties from intruding on their privacy. Pop up advertising is one of the most annoying forms of online advertising and this has put off many potential clients and customers in the general public. Invasive digital marketing has become a growing menace with more and more people trying to block these sources and protect their online privacy, particularly where social media is concerned.
This cycle means quite a few quality online advertisers are at the losing end, as they fail to engage an already annoyed customer due to no fault of their own. Social media platforms such as Facebook and others have started consciously taking unapproved data scrapers to task. But this is only the tip of the iceberg. More measures must be taken, and social media will be at the forefront of these changes sooner rather than later. The beginning is here with “Do Not Track” options, which transfers control over data sharing from the publishers to the consumers.
With more refinements to come, online advertising will be revamped, with only good players surviving in the market – leaving the unauthorized “piggy-backers” behind.
Permission Marketing Vs. Interruption Marketing
As the name suggests, Permission Marketing is when a potential customer gives express consent beforehand to obtain information provided by the advertisement; On the other hand, Interruption Marketing is when the promotion “interrupts” the prospect with unrequested and sometimes unwanted information.
In the first case, express consent indicates the interest of the audience and the advertisement has a higher chance of being accepted – hence, successful; whereas the latter only annoys the client further and puts him or her off from the whole process – so much so, that they would rather block the advertisement than watch it. With more and more Interruption Marketing tactics being found on the internet, simply blocking such ads have now become the norm. This hurts those advertisers who use their online marketing maneuvers more prudently. The only route left for such advertisers is, thus, Permission Marketing.
Permission Marketing – Today and Tomorrow
Permission Marketing is more socially driven. Based on Social Media activity, advertisers can narrow down and zero in on their target audience – especially if it is a niche market they are looking for – dependent on a user’s Social history. Therefore, Permission Marketing is the future of interactive advertising, where the users are aware of the registration process and about how their data will be shared and used. Websites now declare these details beforehand for more transparency.
All these factors help Permission Marketing gain more momentum, as users have more power over what they want to share and whom they want to share it with. Advertisers have the advantage of accessing a target audience that is more likely to be receptive to what they have to provide without the fear of being “blocked” and wasting precious marketing budget.
The clients of today do not want to be disturbed – but they do not mind if they themselves allow someone to do so.
If you’d like to explore what permission marketing could do for your business, or anything at all you have to promote, find out more at /business