Last week I wrote about how Drip Marketing works. I got a lot of positive feedback from my readers, so I thought I’d continue in the educational vein with my post today. Drip marketing works because permission marketing exists.
Permission marketing is a phrase created by Seth Godin that is used in relation to marketing — specifically e-marketing. Marketers basically ask permission to send e-newsletters to prospective customers, for example. Permission marketing can also be utilized by direct marketers who send a catalog in response to a request — this all works because the marketer has the prospect’s permission to market to them.
Permission marketing requires that the prospective customer has given permission for the marketer to send their promotional message, i.e. you follow the marketer on Twitter, you’re a fan of their Facebook FanPage, you subscribe to their blog, you’ve opted in to receive their e-newsletters…and then the drip marketing begins.
This concept is obviously a better use of a marketer’s limited resources because their prospect has already expressed an interest in the marketer’s product or service. Instead of blanketing a certain geographic area or market segment with fliers, the marketer can send catalogs to those who have opted in to receive them.
How are you using permission marketing and drip marketing in your business? How should your marketing strategy change in light of these new concepts and the advent of new media?