The better you understand how your marketing is perceived by your audience, the better you’ll be able to connect with them and form real relationships. One of the key topics to understand is permission marketing versus interruption marketing, what the benefits of each are, how to use them, and what your audience thinks of these strategies.
There used to be a time when interruption marketing was the only way you could reach an audience. As the name implies, this is a type of advertisement where your message interrupts the audience’s experience. Examples of interruption marketing are things like television commercials, direct mailers, and telemarketing phone calls.
By comparison, permission marketing is when you have been given express permission to contact your audience with your marketing messages. Today, we have a lot of opportunities to build up permission marketing channels, but that wasn’t always the case. Examples of permission marketing include an opt-in mailing list, following you on social media, or through your blog.
When we talk about permission and interruption marketing, we are comparing traditional methods with newer options only recently available to us. Permission marketing is still a relatively new concept and something that is growing and changing all the time. Businesses are still learning about this new way of building customer relationships.
What we know so far when contrasting interruption marketing vs. permission marketing is that permission marketing is slower. It takes time to build up an audience you have permission to contact. The most significant benefit of interruption marketing is that you can blast your company’s message to a broad audience as soon as you want to. This is a good way to get quick results.
Outside of that singular benefit, interruption marketing has quite a few cons. Customers find it annoying, which doesn’t create the best first impression. Many people learn to ignore a lot of interruption marketing. It can be expensive, especially because it’s not particularly targeted.
In comparison, permission marketing has a higher conversion rate because you are sending messages to an audience who have already expressed an interest in hearing what you have to say. Sending personalized marketing to a targeted audience is cost-effective and can lead to building a long-term relationship with your customers. Again, this takes time, and that is the one significant downside to permission marketing strategies.
If you are using interruption marketing campaigns, the best use of your money may be to build in tactics for building your permission marketing channels at the same time. When you send out a direct mailer locally, include your social media handles and an address where they can sign up for your newsletter. Over time, you’ll be able to take advantage of the benefits of permission marketing as well.