Permission based marketing a study of consumers in Punjab

Abstract

newline Market, marketing and marketers are always trying to find the new customers and maintain a healthy long run relation with their existing customers. To achieve this goal, they continually strive towards exploring the new strategies. Over the past few decades, major advancements had taken place in communication networks. Now, it is not limited to radio, television, telephone and telegraph. Rather, it has extended its sphere to wider horizons such as satellite based communication, information transmission through computer networks etc. So, more and more means of communication are available in the markets. The advancement in telecommunication network has routed the new branches of marketing. The traditional ways of marketing like advertising in TV, magazine, newspaper, event etc. are still effectively used for advertising and promotional messages to the customers. These are based upon the idea of creating an attraction of the consumer by interrupting in their activities, which is well known by the name Interruption Marketing . Interruption/Disruption marketing facilitates the marketer to send the messages to people as many as possible. In this strategy, the marketer interrupts in activities of the consumer by sending advertising and promotional messages. It helps the marketer in finding the customers who are interested in company or/and its product(s). This is a positive side of interruption marketing that helps the marketer to reach out the customers with their fresh/relevant information. On other side, the consumer may not like someone unknown or non-permitted to interrupt with their own preferences. A big clutter of promotional messages from multiple marketers could also lead to ignorance. At highest, this could make the overall objective of marketing dumped. So, there is a requirement to contemplate a good strategy to reach out the customer suitability. Permission marketing is a good alternative that overcomes the challenges of Interruption marketing. Permission marketing works the other way. It is one of the powerful concepts which attract laser-targeted and endless prospects. Most of the marketers are still wasting their time and energy trying to find leads by pitching on people who are just not interested. Permission marketing allows the marketer to present valuable content to a concerned audience. Permission marketing is dynamic and the latest subject touching to almost everyone s daily life one or the other way. In general, it is all about preparing customers to welcome the promotional communications from various marketing companies. It is very much near to direct marketing activities carried out by the banks, telecom companies and etc.