Method of thinking the marketing which we assume that in advance the permission (permission allowance) inside the range of permission, activity such as information offer and inducement and sales promotion and customer information acquisition is permitted in the partner who is obtained, or general term of the marketing technique such as that.
Having acknowledged and the customer expecting the fact that you can deliver marketing message (you anticipate and in order to approach the customer) vis-a-vis, high response ratio, satisfactory customer relationship,you can expectcustomer satisfaction.
The United States Yahoo! Direct marketing charge vice president (at that time) ?? ????? (Seth Godin) the person wrote, "Permission Marketing" (1999) with it reached the point where it is known. The same person sends message to the former many and unspecified persons customer on the one hand not to refuse and "disturbance marketing (interruption marketing *) " withcallsthe marketing activity which is attached, it points out that not only is non efficiency, annoyance and others is the ? ? counter-result.
* The same book indian edition with "earth foot marketing" it is translated
Vis-a-vis that, "it is expected and" "personally" "the appropriateness" it lectures about the permission marketing which delivers message to the partner. As for that point,
* Continue to be long
* (Customer side) can return the reaction
* With deepening the communication, message changes
* Measure the result
You say that is.
It resembles to One to One marketing in the point that, it seriously considers the relationshipwith the customer, but as for permission marketing there is the point in the point that there is no annoyance and an unpleasant impression in the partner you obtain the acceptance of customer side, there is a nuance that the sea urchin considering is seriously considered.
As for ????? permission marketing have assumed vis-a-vis One to One marketing starting from sale to the customer, that it starts from contact with the person who is not recognized. And the true permission is not temporary permission, "the private relationship which does the customer individual securely very to build, we have assumed that it is something which is obtained".
Namely, permission marketing is the cycle which keeps increasing the confidence and the familiarity of the customer gradually, usually only is short cycle, it is the case that it is the process which repeatedly is done in order to obtain "the permission" continuously.
When practicing permission marketing, in topic, "execution expedient (the tool)" how you obtain "the cost effective" "first permission? "And so on it is.
In regard to "execution expedient", E-mail and the thing - - which mountsthe functionof Web sight - - especially optical in are quite the powerful tool, but they are not necessary ones. In fact, time before such IT tool appears from, the mechanism of the permission marketing practice such as "member system club" "point program" exists.
As for the "cost effective",customer lifevalue and the response from the customer become index. The case where also ????? does permission marketing "the fact that the result is measured" is listed to one of secret.
The method is many the "first permission", generally the prize and discount etc. doing campaign in incentive, receiving the optical in that "information from enterprise is received", there. ?????, have assumed that with book "Unleashing 2001 the Ideavirus", 1 Tsuga "???? marketing" of the answering is.
Reference book
"Permission marketing - - from brand to permission" ?? ????? work/Sakamoto Hiroshi one meaning/Sho swimming corporation/1999 (the ? meaning "of Permission Marketing")
"??????????? - - release ?????????! "?? ????? work/Ohashi zen buddhism Taro translation/Sho swimming corporation/2001
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