If Permission Marketing was relevant and important at the time of its publishing (1999), it is even more critical nowadays.Seth Godin identifies the method of most marketing campaigns and explains their shortcomings. He repeatedly drives home the difference between Permission Marketing and Interruption Marketing.
Interruption Marketing is advertising where the key is to interrupt (viewers) in order to get them to think about the product or service being offered. It is focused on throwing another hat into the ring of clutter and getting maximum views and exposure.
Permission Marketing is advertising that offers the consumer an opportunity to volunteer to be marketed to. Those who volunteer, pay more attention to the marketing message. It is anticipated, personal, and relevant.
He also provides an excellent analogy summing up their differences:
“The difference is simple. An Interruption Marketer is a Hunter. A permission Marketer is a Farmer.Hunting prospects involves loading a gun with bullets and shooting until you hit something. You can take a day or a week or a month off from this endeavor and it won’t take you long to get back into successfully bagging a few.
Farming prospects involves hoeing, planting, watering, and harvesting. It’s infinitely more predictable, but it takes regular effort and focus. If you take a month off, you might lose your entire crop. On the other hand, farming scales. Once you get good at it, you can plant ever more seeds and harvest ever more crops.” – Source: Permission Marketing/Seth Godin
Throughout the book, Seth drives home the need for Permission Marketing over Interruption Marketing. The book (and his other books I’ve read so far) has more of an inspirational feel to it. Meaning, he runs with his basic point(s) throughout the entire book and motivates the reader to embrace Permission Marketing. I did not feel like it got into the real nitty gritty areas of implementing such a campaign. Additionally, I enjoy more real life examples that are expounded and developed throughout the entire book. This book has it’s share of examples but they are rather short and under-developed.