Marketing Prediction for 2011: Permission Marketing

In the Gold Rush days of online marketing (about 10 years ago), permission-based marketing meant a confirmed opt-in to the email newsletter. Scammers and spammers have since ruined what could’ve been a great way for legitimate marketers to communicate with prospects.

Fortunately, it’s taking spammers a little longer to ruin new social media channels, leaving legitimate marketers ahead of the contact curve. Online marketing consultants must still take a careful look at permission marketing in social media. Customers are more in control of what they see and hear, and can block or unsubscribe with a single click.

You want customers to tweet, share, like, and subscribe as well as visit your website and get your email newsletter. You want to touch them frequently, and they give you permission in every channel. Watch out: Communicating in all channels all the time is definitely spam, no matter your intentions.

Marketers are just beginning to define permission boundaries in the new media. Permission marketing in 2011 will set the tone for at least the next five years. Don’t fall into the trap of sending frequent messages just because you can—use permission privileges wisely.

Worried that your competition will out-message you? Focus on value, not quantity, and watch your spammy competitors fall by the wayside in 2012. Use each communication respectfully and you’ll create long-lasting relationships with loyal customers.

In the past, it was enough that customers shared their email addresses with you—that gave you permission to market to your heart’s content through the one channel available. In 2011, you’ll need to guard contact information with your virtual life and take care you don’t overload your subscribers, fans and followers with too many messages.

Learn to retain incredibly loyal customers by reading Passionate and Profitable: Why Customer Strategies Fail and Ten Steps to Do Them Right (instant download PDF, $19.84).

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