We all remember the 2009 VMA Awards debacle when Kanye West stole Taylor Swift’s thunder during her acceptance speech for Best Female Video. Our mouths dropped in shock in what we now consider one of the poorest judgment calls in history by a previously admired and esteemed rap artist.
This leads seamlessly into the discussion of “interruption marketing” versus “permission marketing” and why the Kanye West style of interruption marketing is on the brink of death.
Have you ever been strolling through the mall minding your own business, only to be bombarded by someone spraying perfume in your eye, squirting lotion on your hands, or knocking you in the face with a flying helicopter toy? If you have answered “yes” to any or all of the above, you know what interruption marketing is, and I bet you aren’t that much of a fan. Interruption marketing forces your audience to read, listen, or watch your advertisement without having any previous communication with them or without receiving permission from them beforehand to promote your offers. Businesses that have adopted interruption marketing as their primary marketing strategy have actually soiled their brand name and put a bad taste in the mouths of their potential customers.
Yes, there was once upon a time when interruption marketing actually worked. I’ll give you a hint – I doubt I was even born yet. It was when the economy was based on mass production and mass consumption. As we are seeing a shift in consumer behavior and as technology is becoming more and more advanced, businesses are adopting the permission-based marketing model instead, in which companies take all necessary measures to receive permission from their target audience before promoting offers for their products and services. Seth Godin published a book in 1999 with a title that captures the essence and meaning of permission marketing in a few short words.
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This form of marketing guarantees long-term profits and is a way for companies to establish loyal, long-standing relationships with potential customers before hitting them up for their business.
Now your question might be, “As an email marketing company, how can you make sure your email campaigns are permission-based?”
My answer would be, “Even a few bad apples will quickly ruin the whole barrel.” The “bad apples” that I am referring to are the spammers out there that flood recipients’ inboxes with garbage on a daily basis and have effectively given a bad name to the entire email marketing industry.
Email Answers delivers can-spam compliant email campaigns on a daily basis. We have an extensive optin database consisting of business decision makers or consumers who have made a purchase, filled out a lead form, or have done something online within the last 120 days and are all US based or worldwide, depending on your preferences. Because they are optin, they have signed up to receive offers related to their particular interests.
Next time you embark on an advertising campaign, whether via email, television, radio, magazines, billboards, newspapers, etc., think about what Kanye did to the talented country music star that has won over the hearts and minds of drooling teenage boys across the world. It will be well worth it in the long run.