Everything moves, moves forward, expands and is created, added and also increased. Everything around us is altered, and throughout our lives there will be many changes that we will see and innovations that we believed we would never be able to feel with our own hands.
Take a chance, get it wrong and start over until you find the final idea, is Seth Godin’s motto. This man dared to re-theorize marketing as we knew it. For him, marketing today is a rough advance from that of the 1920s, and to improve it it is necessary to rethink everything from the beginning. And this is what Godin has done adding to our beloved 4 pes (Positioning, Price, Distribution, Promotion) nothing more and nothing less than 10 !:
5. Permission. 6. Purple. 7. Publicity. 8. Public Relations. 9. Placebo. 10. Pavlov. 11. Persistence. 12. Place. 13. Personalization. 14. People Like Us.
Each of the new pes represents points of great interest for companies, which see in them a new way of attracting consumer attention. But as always, there is one that stands out among all; permission marketing.
What is permission marketing?
Quite the opposite of advertising marketing that addresses us on every corner, on every poster, on every web page. Advertising is so embedded in our daily lives that we have become completely desensitized to it. Asking us for permission to bombard us again is a great tactic, since we are the ones who decide what to see.
Although it is still advertising, being asked: “Is it what you want?”, Makes us feel powerful and important to brands. And in turn, this gives brands wings to fly over our minds in a much more personal way than with the typical promotion that usually goes straight to the spam folder.
Thus, Seth Godin has opened a fruitful path in the ins and outs of the new marketing, postulating himself, for a long time, as one of the gurus par excellence in the field of Marketing. But does permission marketing really exist?