Interruption Marketing Vs. Permission Marketing

Interruption Marketing and Permission Marketing are terms that we experience in our daily lives. For example how many of us switch channels when advertisements are playing? and how many of us refrain from watching movies on TV because of the time it takes to display ads? In other words, this is what we call interruption marketing, because the organisations are loading us with messages that we never asked them to, or we are not interested in.

From the viewer's point of view, it is an absolute nuisance most of the time, unless we have a really cool ad, that we love to see (sometimes the case). From the organizations point of view, they simply have to do it, to survive in the market because of the ad clutter and because the brand visibility is very important in a world, where one brand is only a little different from another.

So with the whole frustration caused, interruption marketing will not effectively communicate to the audience, and they will only create the awareness or the visibility for the brand. This is where permission marketing comes in. In a world where so many people are doing things we don't like, for once if someone stops and asks to do something only if we like it, we will for sure give a chance for the courtesy extended, which is the simple secret behind permission marketing.

Unlike interruption marketing, we can now as marketers request a small permission from the customer to let us in. According to an article I read recently on permission marketing, it is all about taking your customer on a 'DATE'. The chances of appealing and acceptance is very high, but the time factor should also come into play. Because it'll take two three dates for the customer to really become your fiance.

I guess, that regardless of the long term nature of permission marketing to deliver results, the marketers of the present world should be concentrating there wisely, because customers are now tired with the interruptions. They would rather like a nice, long knowledgeable journey and to eventually become life time partners with your company.