I was doing some research online on the differences between interruptive and non-interruptive marketing. I came upon this blog posting suggesting that interruptive marketing can be converted into permission marketing (source).
He uses the story about how a boy, who is interested in a girl, can take one of two approaches. Below is the story.
“When a boy is interested in a girl he don’t know, he can choose two ways:
- He can ask the girl to be his girlfriend immediately if she agrees.
- He can talk to the girl first, and slowly get her interested. That’s called “chasing”, “wooing”, etc.
My analogy here is that most interruptive companies like to use the first approach where they are playing a “number game” here. For every 100 girls that he asked, there might be 1 girl who is interested to be his girlfriend. We don’t say that the chance is a no, but it is just a very low chance. But that’s exactly how many interruptive marketing companies actually approached! They just spent enough money packaging themselves on the outside such as hair, clothes, shoes, watch, etc. Then, they will simply go out there whacking with whatever that they have, till they hit their sales target! So what happens after that? They will usually have no time to entertain their existing customers because they are busy with new prospects.
If this interruptive company is willing to sit down with one potential prospect, talking to her, drinking with her, and enjoying the moments with her. Then get her number slowly. Sms with her, chatting with her on the phone. And going out for dates. And the moment comes when he pops up the question… This is where I think permission marketing is correctly done! Isn’t that a wonderful thing?
Approach 1 will only create unsatisfied customers. Approach 2 will create happy customers. Customers do change over the time. Companies need to listen to them, instead of going out there to look for new ones trying to understand what they want” (source).