Permission Marketing for A B2C Site

Project :
Explain why a permission marketing approach is required for a B2C site ?

Analysis :

Berbagai penjelasan mengenai permission marketing dijelaskan sebagai berikut :

Menurut Wikipedia,

Permission marketing is a term coined by Seth Godin in general and specifically. The undesirable opposite of permission marketing is interruption marketing. Marketers obtain permission before advancing to the next step in the purchasing process. For example, they ask permission to send email newsletters to prospective customers.

It is mostly used by online marketers, notably email marketers and search marketers, as well as certain direct marketers who send a catalog in response to a request. This form of marketing requires that the prospective customer has either obtained explicit permission to send their promotional message (e.g. an email or catalog request) or implicit permission (e.g. querying a search engine). This can be either via an online email opt-in form or by using search engines, which implies a request for information which can include that of a commercial nature. To illustrate, consider someone who searches for "buy shoes." Online shoe stores have the searchers' permission to make an offer that solves their shoe problem.

Marketers feel that this is a more efficient use of their resources because the offers are only sent to people that are actually interested in the Product. This is one technique used by marketers that has a Personal marketing orientation. They feel that marketing should be done on a one-to-one basis rather than using broad aggregated concepts like Market segment or target market

Sedangkan menurut Seth Gordon sendiri,

Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.

Mengapa permission marketing penting untuk B2C ?

Karena permission marketing memiliki konsep pendekatan personal yang cocok dengan sistem bisnis B2C. Selain itu karena permission marketing membutuhkan dana yang lebih sedikit daripada kebanyakan advertising lainnya, terutama karena target market yang dituju sudah jelas yaitu orang-orang yang memang membutuhkan informasi yang ditawarkan dalam advertising.

source :
Wikipedia
Permission Marketing
Seth Godin's Blog
Belajar Internet





-Erika-