Premission Marketing and Facebook
Permission marketing is a concept introduced in a book of the same name in 1999 by marketing expert Seth Godin.
Permission marketing is a non-traditional marketing technique that advertises goods and services when advance consent is given. It allows consumers to choose whether or not to be subjected to marketing. This choice can result in better engagement. For example, consumers are more likely to open an email marketing message if they "double opt in" compared to a regular "single opt in". By targeting volunteers, permission marketing improves the odds that consumers pay more attention to the marketing message. Permission marketing thus encourages consumers to engage in a long-standing, cooperative marketing campaign.
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Recently, as we move through our Facebook pages, we are bombarded by sponsored posts about different products and services. Facebook, as a social networking platform, has expanded its portfolio of products and services, enabling businesses to grow faster and be exposed to more potential customers through various branches.
Through Facebook Business, businesses are provided with an additional opportunity to advertise their products, where businesses are allowed to target a more specific market based on demographic criteria such as age and residence of the client. All this targeting is created in the principle that companies are only required to reimburse after reaching new customers. Depending on what degree your investment is, you can reach 10,000 or 500,000 individuals. This general targeting also has its shortcomings. As the most discussed is what ads reaches even people who are not interested in your post, where the process is ignored or hidden by many users. The idea of "Facebook Business" violates the theory introduced by Seth Godin in his book on "Permission Marketing"
At a time when social networks are part of everyday life, people are faced with hundreds or thousands of ads in various forms every day. Traditional marketing methods often revolve around the idea of 'Interruption Marketing', whether it's a TV commercial that appears during a TV show or a pop-up that suddenly appears on a website. Once the customer's attention is lost, it is difficult to regain it. The most effective way of attracting attention is to get permission from consumers. Consumers' approval to your ad exposure indicates that you are reaching people who are interested in the product / service in question. Today, an example of marketing permits are options such as "consenting and tracking" of social media sites. As soon as someone likes or follows your site, any interaction between the company and the consumer, even the exposure to the company's advertising is within the allowed framework.
Contrary to the Permission Marketing theory, sponsored articles also reach people who do not follow or like your site. Many users of these social networks face posts without their permission. In this way, they are overloaded every day with such advertisements, where the process loses the effect of a more specific targeting of the market for the interested companies.
Enis Shkurti | Team Manager
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