Ever since Seth Godin wrote the book Permission Marketing, the notion of having permission via email to communicate is still valid, but today, you as a marketer need to seek a wider range of permissions.
Because remember – the consumer is in control over who has access to them directly.
Your goal is to ask for explicit permission from consumers so you can communicate directly with them and gain a higher level of context. Otherwise instead of enhancing your brand experience you will end up with forced ads that are lacking context.
Explicit permission is the highest level of context, where an individual grants you to engage directly with them. This can be via social media channels, chatbots or a phone call.
Professionally and personally I am trying to use the power of personal connections through social media channels.
The second form of permission is implicit where people grant you permission for a better user experience. Mostly this happens when a person visits your website and allows you to access his personal data. Although the person is not giving you actively permission to reach out to him or her on a different channel.
The takeaway is to ask explicit permission to engage with the consumer and you do have my explicit permission to leave a comment below to start the conversation;-)
But remember, as long as the Matterhorn stands, everything is going to be alright.
Cheers people and stay safe !
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