Alan Mitchell’s “Taking liberties with permission marketing” (MW March 15) too readily sidelines what is without doubt a long-term marketing strategy for those marketers with the vision to build trust with their prospective and lapsed customers through relationship marketing. Trust being the single most important factor in the sales cycle.
Permission (relationship) marketing, as we practise it, works brilliantly in business-to-business, which Mitchell’s article unfortunately didn’t cover.
Admittedly business-to-consumer has its particular issues but the fundamentals are the same. Ask for permission (and information) to build a relationship through the delivery of relevant offers and added-value, and your target audience will respond in kind.
New kid on the block. Not ‘arf.
Managing and strategy director
Marsden Grant International