It is a push marketing method where somebody puts something
on you without your permission to get your attention anyhow.
The purpose of interruption marketing is, try to communicate
some message when and where possible. This means the message must be short and
to the point. It should be attractive enough to get busy people stop for a
while and make sense.
Examples for Interruption Marketing
TV advertisements that put while watching a movie or
teledrama
Radio advertisements
Videos that automatically starts when you go to a new
website
Flashy banners
E-mail marketing
Although the interruption marketing interrupts, there is a
possibility that interruption marketing gets positive results. If your message
can attract the person who is receiving it at a glance he would prefer
searching more, read the whole content and would like to learn more regarding
that. At least you can make people aware of your existence expecting that in
some future day they will refer it or share it with someone who has the need.
In interruption marketing concept, no matter how powerful
the media is, it is the message that ensures your success.
What is Permission Marketing?
Permission marketing is an approach to selling goods and
services in which a prospect explicitly agrees in advance to receive marketing
information.
Eg;- websites
It is an effective
method of communication because the prospect is more receptive to a message
that has been requested in advance. And it is more cost efficient because the
prospect is already identified and targeted.
Here, consumers empower marketers to send them promotional
messages in certain interest categories. This can help marketers to address
each individual customer separately. the aim is to customize the marketing mix
in accordance with the needs of the customer and build long term relationships
with the customer.The emphasis is more on retaining the existing customers
rather than on obtaining new ones.
Another advantage of permission marketing is, marketers get
an audience interested in their message and customer gets fewer messages and
only the ones that they are interested in receiving. In a world of information
overload, automated telemarketing and spam, most people would welcome the idea
of permission marketing instead of interruption marketing.
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