This chapter engages in a discussion of permission marketing and its significance in gaining the market's attention. There is a clear outline of what real permission entails, and the need for organizations to own their permission marketing strategy. One of the main critical issues of permission marketing is obtaining real permission from consumers. This is distinct from presumed or legalistic permission, as real permission entails the consumer paying attention to marketing activities (Godin, 2018). The second critical issue is the need for obvious attention during marketing activities. Obvious attention refers to the concept that the consumers must agree to permission marketing. The third critical issue is the paying of attention to consumers. By showing consumers that the brand pays attention to its consumers, the brand is able to ensure that it establishes its connection with the market. This can be done through an active signal, such as physical interactions with the target market.
One of the main lessons shown is that organizations need to earn their permission marketing. While social media marketing platforms can be used for this marketing concept, the brand won't be building an actual asset. There exists a need for organizations to earn their permission marketing assets to allow for free communication with their market. The second lesson is the integration of remarkability into a permission marketing strategy. Remarkability is structured through the intentional creation of a product or service that people view as being worthy of talking about. The last lesson is the creation of ideas that contribute to the improved welfare of others. As current marketing is dependent on horizontal communication, contributing to significant changes enables the easy communication of marketing messages.
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Chapter 18- Trust is as Scarce as Attention
In this chapter, the author outlines the significance of gaining the trust of consumers in marketing. Trust is defined as being as important as marketing as only then would consumers associate their purchasing decisions with the brand. After gaining the market's attention, brands are expected to also gain their trust to maximize interactions with the market. One of the main critical issues identified with gaining trust is the increased misinterpretation and misunderstanding of consumers' brands. Due to the increased use of social media platforms to represent brand messages, most consumers have received wrong presentations of what brands entail. This makes it hard for brands with accurate marketing campaigns to gain the trust of their consumers. The second critical issue is gaining a viable audience. In the existing culture, fame's success is mainly dependent on peer-to-peer connections (Godin, 2018). These connections breed trust and create a need for brands to gain a viable audience based on these connections. The third issue is the role of action in gaining the trust of consumers. Actions that correlate with the brand's marketing messages are critical for brands to quickly gain their consumers' attention.
One of the main lessons is that attention and trust are equally important for marketing brands' success. Gaining the trust and attention of consumers at the same time, helps brands to structure relationships with their target market. The second lesson is that the identification of a viable audience is also needed for the design of marketing activities. By having effective and adequate knowledge of that target market and what it entails, an organization gains knowledge on what audience is viable and the actions to take. Lastly, social connections and affiliations with publicized entities on media platforms are essential for gaining the market's attention.
References
Godin, S. (2018). This is marketing: you can't be seen until you learn to see . Portfolio.
