Com 459

Jeff McNeill

Lyn Jang

Chapter 9 “ Permission Marketing n the Context of the web”

*”Permission Marketing in the Context of the Web”

-the internet is the greatest direct marketing medium over invented-

Web marketing’s advantages-stamps are free

-the speed of testing is one hundred times faster-response rates are fifteen times higher

-you can implement curriculum marketing in text andOn the web

-Frequency is free- you can identify and efficiently talk withIndividuals over and over again.

- Printing is free

Five steps to any permissionMarketing campaign in the context of the internet

1. The marketer offer the prospect an incentive for volunteeringe.g : use banner to gently interrupt consumers and

Offer them opportunity to opt in to a marketing programA great way to get momentary attention and possibly

opt-in from large numbers of individuals2. Using the attention offered by the consumer, the marketer offers

a curriculum over time, teaching the Consumer about the product or service

e.g: E-mail is the number one use of the Web. Marketers use e-mail to teach the Consumer about the benefits of the product.

The marketer can gain personal insights to make the marketing messages everMore personal

3. The incentive is reinforced to guarantee that the prospect maintains the permission. – because there's a cost-free communication infrastructure

in place via the internet, the intrinsic two-way dialogue going on Allows the marketer to ascertain

If the consumer is paying attention4. The marketer offers additional incentives to get even m

ore permission from the consumer- A mass market campaign must be the same for each viewer

- In the power of computers, the marketer can customize them for an audience of one

Thus, there can be both direct rewards to the consumerTo inspire participation and ongoing content

Rewards that make it ever more that The consumer will continue to upgrade permission

5. Over time, the marketer leverages the permission to change consumer behavior and turn it into profits

The law of permission “To maximize the value

Messages, and theMore overt the

Opt-in (permission), the more Valuable the list is

How to budget permission into your Web Site

Your website should be 100 percent focused On signing up strangers to give

You permission to market to themDon’t have to be big or fancy but

Should be obsessed with getting permission

How to calculate what it cost to earn one more permissionCost of banners to reach 1,00 people divided by

Number of people who visited your site (of 1,00 possible)

Give you the cost of getting one visitor to your site, one time.(the more explicit the opt-in, the more valuable the permission)

The cost of gaining permissionCompare it to the life time value of one of these permissions, and

Determine if the investment makes sense.

4 keys to setting up your permission-based web site

1. Test and optimize your offer- it’s necessary to recognize that the media cost is heavily

Weighted at the beginninge.g: by testing, increased opt-in on some of

Promotions from 3 to 40 % at Yoyodyne

2. Make the permission over and clearThe focus of the promotion or campaign should

match the permission -making a promise, an overt deal, and keeping it is the secret to

Long-term success in permission marketing.- By maintaining the privacy, the marketer enhances asset

3. Use Computers, Not people, to send and receive information•it’s important that you set expectations properly

•--- triage your users and make sure•That only the people who need human intervention

•Are getting it

4. Focus on Mastery- online consumers need to feel smart-build simple tools that work, make people feel

Smart for suing them, prospects willFlock to you and stay with you.

e.G Email-

Problems-hundreds of selection on sites leads

People feel tired (first few website wouldBe only site people visits

-It doesn't help people find relevant site-Even though permission marketing can be implemented in any direct medium,

- it has emerged as a serious idea only with- the advent of the Internet. The two reasons for this are:

-(1) on the Internet, the cost of marketer-to-consumer communication is low- (Hoffman & Novak, 1996; Shiman, 1996);

- (2) the Internet has enabled rapid feedback mechanisms due

- to instantaneous two-way communication (Hoffman & Novak, 1996).