In addition, you need to believe in permissive marketing. Even a badly orchestrated campaign based on distraction marketing produces immediate results, while permissive marketing requires building an infrastructure and a strong belief that the concept will bring you success sooner or later.
But the process of permissive marketing lends itself measurement, and this is its difference from other types of marketing. It develops gradually and becomes a valuable asset for every company that uses it. The more you invest in a marketing campaign, the better it performs over time. These fast-paced, regulated processes are the key to success in this age of advertising glut.
But if Permission Marketing is so effective, and the concept behind it is no longer new, why haven't its ideas been used productively before? Why is this book only being written now?
Permission marketing has always existed (at least as long as people date), but it takes better advantage of new technologies than other forms of marketing. There has never been a better way to send direct mail than today's Internet. The low cost of regular customer contact makes the Internet an ideal environment for permissive marketing.
The Internet initially caught the attention of distraction marketers. They rushed to master it, spent billions of dollars, and as a result, their methods suffered an almost complete defeat. Voluntary marketing is a tool that allows you to use the full power of the Internet. Voluntary marketing is a new, powerful tool that, even in the difficult conditions of an excess of advertising information, can provide great benefits in the next ten years. .
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The evolution of mass advertising
Mass advertising has spawned a mass of marketers
One hundred years ago, small companies ruled the world. Almost every dollar was invested in a small private business, which met the needs of the consumer locally. He knew his needs and enjoyed the trust of the buyer. It had the infrastructure to serve customers who did not then have credit cards, telephones, or Federal Express accounts.
Without a mass communications infrastructure and the technology to support it, the business remained small. Entrepreneurs could not even imagine that it was possible to conduct an advertising campaign on a national scale. New customers were usually found one at a time, relying on word of mouth or going around the house.
Companies knew exactly how much each customer was worth and acted on that basis. Business owners spared no time to talk with potential buyers, because they understood that later the hours spent would pay off a hundredfold.
Consumers responded to the manifestations of care for them and counted on an individual approach to service. The local bookseller usually read the book before recommending it. The local cheese merchant readily suggested that the buyer try a new variety. It was common for a store owner to spend extra time on a customer, regular or new, and the store owner and his supplier often lived next door. arose as a result of a series of interrelated social and technological changes that occurred at the same time.
The first factor was the industrial revolution. The advantages of large economic objects began to appear with the construction of factories. Up to this point, it was pointless to expand production. Under cottage industry, the enterprise did not become more efficient or profitable due to the increase in the number of workers.
But now the business is faced with a problem - either production expands or dies. Many entrepreneurs realized what prospects opened up before mass production, and began to take out a loan to expand their business.
The second factor was the development of the automotive industry. With the advent of trucks, it became possible to deliver goods for many miles. Suddenly, companies were able to purchase large quantities of goods, produce products in large quantities and then deliver them throughout the country and even around the world.
Companies invested heavily in production, so they needed to massively advertise their products. goods. There was no point in building a factory to mass-produce goods if there was no way to market them to a larger market. In addition, consumers had to be persuaded to buy the goods produced. Large companies could not rely only on oral
