These podcasts hold a lesson for us all

What’s most interesting about First Direct’s podcast for customers isn’t that it’s the first financial brand to use this method of communication, but that it is actually embracing an understanding of how to engage consumers on their own terms (MW June 8).

In effect, it is providing consumers with a means to “pull” relevant information, which they have chosen, from the brand. In marketing terms this is an important step forward. Most brands tend to market by “pushing” their information on customers.

First Direct is also displaying an understanding of how “permission marketing” should work. Permission shouldn’t just be about agreeing with a consumer which channels can be used to communicate with them. It can also be about empowering the consumer into taking action, encouraging them to extract relevant information themselves, avoiding the notion they’re simply being up-sold.

Other brands should take note. Marketing needs to become a two-way process, where the push and pull both have a role to play.

Martin Boddy

Managing partner

Jaywing

Wakefield

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here