July 11, 2024
LAS VEGAS – Brand awareness campaigns tend to fall into two camps: interruption and permission marketing. Both have pros and cons, but experts in 2024 agree (as did a Prosper Show blogger in 2020) that permission marketing is usually a better way to spend time, money, and effort.
Interruption marketing is still a generic term for any marketing technique that consumers did not ask to receive. Interruption marketing cuts into people’s activities and thoughts, with the aim of redirecting their attention.
Permission marketing gives companies real permission—not just presumed permission—to deliver messages to consumers. It often has a high conversion rate and can effectively target and engage specific audiences. Friends of the Prosper Show newsletter chimed in on the topic.
“What’s your goal—to be known or to be trusted? If it’s to be known, then you can always employ the ‘all press is good press’ model of interruption marketing. For better or worse, the audience will know your name, and in time, perhaps they might make a purchase. If it’s to be trusted, ultimately converted, and with any luck—retained, then permission marketing is clearly superior because it relies on mutual consent and building relationships. Anyone can crash a wedding, but wouldn’t you rather be on the guest list?” — Shannon Curley, director of Marketing, Carbon6 Technologies
“Both types of marketing are important for a full effort. Permission marketing is great because these are your targeted warm leads who are going to be most interested in what you have to offer. But the way you build that list of people who give you permission to reach out to them is with interruption marketing that pulls people in who didn’t even know you existed. They complement each other and work together to maximize your marketing efforts.” — Matt Remuzzi, owner of CapForge Bookkeeping, Tax & More
“We prioritize permission marketing through thought-leadership content. Our weekly newsletter, industry eBooks, and detailed strategy case studies position us to attract qualified, interested leads. This results in meaningful engagements and stronger business relationships compared to the often-ignored—or resented—interruption marketing methods. Permission marketing also allows for ongoing trust-building and value delivery, which is crucial in our long sales cycle.” — Tristan Williams, senior content strategist, Envision Horizons
“Both permission marketing and interruption marketing are a must in today’s world, but it depends on what you are marketing. For new items/brands, intrusive marketing is a must. Our launch of new items in the Tremendous Parfum line would not be as successful without it. For existing brands, a combination of both is best, leaning heavily towards permission-based.” — Steve “Sagie” Kraidman, CEO, Perfume Spot LLC
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