Monday, 18 June 2012
Engagement, Permission and Efficiency
Let me start by taking a view on Permission.
In my opinion, there are 2 levels of Permission. The first is probably the most obvious, which is where a consumer actually gives the brand the opportunity to talk to them. This may very well be because they are an existing customer or have an interest in getting information about a product or service. By having this level of Permission, the brand can be hopeful that the piece of marketing that arrives in front of the consumer has a greater chance of being read, and not just ignored
A second way of looking at Permission is to view it as means of engaging with the consumer at a time that resonates with them
There are many examples of where timing plays an important role in getting a message read. Brands such as SKY or Virgin know full well that the chance of getting new subscribers are increased if they hit at a time when a new source of entertainment is wanted, such as moving to a new home, or with a new baby in the family.
Insurance companies are well aware that many policies are bought in line with the purchase date of a new car, and car manufacturers can ramp up communications in line with a potential replacement for a new car..usually before the end of the 3rd year.
Timing provides relevance. If it's relevant I'll be more likely to engage with it. And engagement is a proxy for permission. Permission to talk to me because I'm engaging with you by clicking your emails, walking into your store, visiting your website
So how does Permission translate into efficiency?
1. Permission gives increased response rate because the offer made is relevant and made in the right time scale.
2. The offer made in many instances can be sent pretty much automatically, which drives efficiency.
3. Permission has been given to sent the offer through an appropriate channel, which saves costs by optimising channel selection.
If they want it...they'll do it