Permission vs Interruption Marketing

From: Danielle Corley <danielle.corley_at_tenagra.com>
Date: Thu 13 Apr 2000 10:41:18 -0700

Re: Waxing Philosophical on Permission vs Interruption
    Marketing

At this week's Web Advertising 2000 conference in New
York City, the topic of permission marketing came up
frequently. Seth Godin had an excellent presentation
on the topic on Tuesday. Permission marketing was
proclaimed to be the wave of the future throughout the
conference. The idea that interruption marketing was
annoying, noisy, and almost a waste of money and time
was expressed in several sessions. One session in
particular even suggested that interruption marketing
can be damaging to your brand.

I can see the value of building a "personalized true
type font" relationship with your potential customers.
I would also agree that current online methods of
interruption marketing are often annoying and at this
point, ignored by net savvy users.

I heard a fellow attendee ask how do you initiate
relationships with users to ask for their permission?
The response was (drum roll please) interruption
marketing. So, we're all going to want to continue to
pursue new relationships with potential customers
aren't we? My questions to the list are: how do we
know where to draw the line? how much interruption
marketing is too much? and lastly, assuming there is
truth in the assumption, when does it become damaging
to the brand?

All perspectives are welcome.

Danielle Corley
The Tenagra Corporation






Received on Thu Apr 13 2000 - 12:41:18 CDT