1. 1. WHICH OPTION WOULD YOU LIKE TO SELECT? The Science Behind Permission-based Marketing!The Science Behind Permission-based Marketing!
2. 2. The Origin of Permission-based Marketing!The Origin of Permission-based Marketing! Did I give you the permission to: Email me? Tweet me? Forward to me? Did I give you the permission to: Email me? Tweet me? Forward to me?
3. 3. Earlier...Earlier... Interruption Marketing CAN'T STAND IT!
4. 4. Earlier...Earlier... Interruption Marketing Telecalling TV Ads Unwanted Mails
5. 5. Earlier..Earlier.. Interruption marketing = Noise-based Marketing The more noise marketing makes, the more efforts businesses have to take to get attention! The more noise marketing makes, the more efforts businesses have to take to get attention!
6. 6. Now...Now... Permission-based Marketing
7. 7. Why Permission based Marketing?Why Permission based Marketing? Because, it doesn't interrupt people's TIME TIME SPACE SPACE PEACE OF MIND PEACE OF MIND
8. 8. Why Permission based Marketing?Why Permission based Marketing? First-time contactFirst-time contact Consumers grant companies the permission to talk to them Consumers grant companies the permission to talk to them Strangers get converted into friends and friends into loyal customers Strangers get converted into friends and friends into loyal customers Second-time contact (Tele-prospecting) Second-time contact (Tele-prospecting)
9. 9. Why Permission based Marketing?Why Permission based Marketing? Long-term business relationships! Long-term business relationships!Opt-inOpt-in
10. 10. Why Permission based Marketing?Why Permission based Marketing? Unlike unwelcome interruption, permission-based marketing makes every communication- Unlike unwelcome interruption, permission-based marketing makes every communication- PersonalPersonal RelevantRelevant AnticipatedAnticipated Personalized Communication!Personalized Communication!
11. 11. Why Permission based Marketing?Why Permission based Marketing? Each contact that moves up the loyalty ladder Each contact that moves up the loyalty ladder Narrows communication gap with tailored experiences optimized at each stage! Narrows communication gap with tailored experiences optimized at each stage!
12. 12. Permission based MarketingPermission based Marketing 2015 2015 Statistics Proves It!Statistics Proves It! 77%of consumers prefer to receive Permission-based marketing messages via email 77%of consumers prefer to receive Permission-based marketing messages via email 60%of marketers considers emails as critical enabler for sales and services 60%of marketers considers emails as critical enabler for sales and services
13. 13. Permission based MarketingPermission based Marketing 2015 2015 Statistics Proves It!Statistics Proves It! Top 3 uses of permission-based marketing emails comes from Top 3 uses of permission-based marketing emails comes from Newsletters (66%) Newsletters (66%) Promotional content (54%) Promotional content (54%) Welcome emails (42%) Welcome emails (42%)
14. 14. Permission based MarketingPermission based Marketing 6 Levels On Permission scale 6 Levels On Permission scale!! Intravenous Marketing Permission on customer's behalf Magazine Subscription ExamplesExamples Loyalty points Marketing Offering points to bring customer back Supermarkets membership Personal Branding Based on relationship intimacy level customers choose the Preferred one Linked In, Facebook, Twitter etc. Brand Trust The product is the brand and time-taking to trust Colgate, Coca cola etc. MeaningMeaningTypesTypes
15. 15. Permission based MarketingPermission based Marketing 6 Levels On Permission Scale 6 Levels On Permission Scale!! Situational selling Unsolicited marketing advice Store clerk advice on a gift, a selling on street ExamplesExamples Spam Sending an unrelated offer Junk mails MeaningMeaningTypesTypes
16. 16. Now you know... Not All Permissions Are Equal Enough! Before Marketing, watch out... If the customer is ready to hear what you have to say. Now you know... Not All Permissions Are Equal Enough! Before Marketing, watch out... If the customer is ready to hear what you have to say. Data courtesy:pardot.com salesforce.com Data courtesy:pardot.com salesforce.com