Interruption vs Permission
Seth Godin published ‘Permission Marketing’ back in 1999. For me, it was evidence of the fundamental shift that the internet was having on the concepts of push and pull marketing… a real ”Toto, I’ve a feeling we’re not in Kansas anymore,” moment.
Push marketing had the marketer in control of the message, how it was seen and when and where…whereas…Pull marketing shifts the emphasis and attention onto the customer, trying to market in the correct places to reach a target audience to create awareness and keep the company brand in front of consumers without aggressive marketing.
Another way of looking at it is … Interruption vs Permission.
“Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.”
Content marketing has become a major part of an inbound “pull” strategy where quality information that is relevant to your prospective customer draws them to you. In large part, it does this by offering them relevant material that helps create a sense of thought leadership around your brand.
IAB highlights research indicating that 28% of B2C marketing budgets, on average, are allocated to content marketing and that 55% of consumer marketers are planning to increase their spending in that area in the next year.
IAB to the rescue.
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