What is Permission Marketing 2.0?

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 !


A brand mission I feel connected to; Frontiers case study

I just wanted to take a minute to share with you why I feel connected to Frontiers brand mission and their open-source platform for scientists. First of all Frontiers mission is to make science open in order for society to have access to the latest research from topics such as climate change.

We all know, looking at what’s happening in Australia, we are simply out of time to debate climate change.

I’m their fan and support the brand mission because of their social commitments. I mean, research is the foundation of modern society and it’s thanks to advances in science that we enjoy longer, healthier, and more prosperous lives than ever before in human history.

Connecting with people, communicating brand values, and social commitments, in a more human way, that’s a must today to stay relevant in the eyes of today’s connected consumers.

Which brand do you feel connected to? Which brand mission is resonating with you? Please let me know in the comments section. I would love to hear from you.

Well I hope this resonates with you and if you would like to discuss your marketing challenges, please feel free to reach out to me and I’m more than happy to help.

But remember, as long as the Matterhorn stands, everything is going to be alright. Cheers, people. I’m in Lausanne and I talk to you soon again from another great location. Bye.

Greetings from a Swiss mountain guy;-)

Claude Oggier

More marketing questions? Call me at 0041-78-637-4314 and I am happy to help.

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