Interruption Marketing Vs. Permission Marketing

There are two types of marketing in the world today, first one is Interruption Marketing which is most common, most expensive, and also most ineffective and most old-fashioned. Interruption Marketing always happens in traditional marketing methods such as TV commercials, radio spot, magazine or newspaper ads, telemarketing call or direct mail letter interrupts whatever you are doing to state your message. As an example, when you are watching a cricket match on TV, the channel puts a TVC (tv commercial) in the same time by using nearly half from the screen and it interrupts your viewing of the cricket match. Whether you like or not, you have to watch TV commercials during the tv programs/tele dramas you watch. That is interruption marketing.

The central idea of Seth Godin is that interruption marketing, the traditional approach to get consumer attention, is no longer guiding businesses to positive results. Most of the time this approach fails because the messages are not sent to specific clients and also massive marketing is becoming more and more costly, and is unable to get enough attention from consumers.

The other kind of marketing is Permission Marketing, which is the opposite of Interruption marketing, which is the newest, least expensive and most effective way of marketing which was introduced by Seth Godin. Search engine optimization (SEO), social media and content can be identified as the main three components of permission marketing and its target customers give their permission for you to market to them. As examples, Opt-In Email Chain, Freemium & White Papers using permission marketing as their marketing method.

When we consider the difference between these two approaches, Permission Marketing creates a stronger relationship between the business and the consumer by getting customer’s permission. When a stranger indicates an interest in a business offer, marketing messages are sent to him/her always after getting permission. That person understands every new message and the possibility that he/she gives the marketing staff to communicate freely over time to him/her. This guarantees that the business can turn this stranger into a customer of the company. That doesn’t happen in the interruption marketing. Permission Marketing takes advantage of new technology better than interruption marketing with low cost and permission marketing allows the business to choose the customers it wants to reach. Another importance of the permission marketing is if the consumer doesn’t want to receive marketing message any longer, they can turn off it or tune it out.

By understanding about both approaches, we can conclude that Permission Marketing is the best way to continue marketing with more advantages to businesses to be successful and to achieve their company goals in an effective way.