Permission vs. Interruption Marketing
TV ads, billboards, and radio ads fall under this traditional marketing style that relies on buying the right to demand audience attention.
What is interruption marketing?
In 2005, this CEO of HubSpot coined the term "inbound marketing".
Brian Halligan
In 2015, Chief Marketing Officer Kurt Kane removed approval layers so this brand's social media team could interact with users and competitors in a witty, sassy tone.
Wendys
What is the only letter that doesn't appear in any U.S. state name?
Q
Email opt-ins, social media follows, and text message alerts are examples of this marketing type where attention must be earned.
What is permission marketing?
These are the three primary reasons users spend time online, which every successful social media strategy must align with.
What are connecting with people, getting information, and being entertained?
To address COVID-19 safety concerns, this company posted instructional curbside pickup videos, driving a 97% increase in Q2 online sales.
What is Walmart?
What is the most common letter in the English language?
E
While interruption marketing depends on prime timeslots and huge budgets, permission marketing relies more heavily on these two factors.
What are strategy and planning?
These are the three sequential stages prospective customers progress through during their buying journey.
What are Awareness, Consideration, and Conversion / Decision?
Delta Air Lines handles flight delay and cancellation inquiries via direct message to avoid long physical lines at these locations.
What are airport gates?
What is the only continent with no active volcanoes?
Australia
According to the golden rule of permission marketing, this is not enough to buy your way into an audience's attention.
What is money?
This percentage of consumers use social media for customer service support, and they expect a response within this timeframe.
What is 42% and 60 minutes?
After experiencing a >2,000% surge in flour sales in 2020, this company launched "The Isolation Baking Show" and promoted a dedicated baking hotline via a pinned tweet.
What is King Arthur Baking Company?
How many dimples does an average golf ball have?
336
Illustrating how costly interruption marketing can be, a single advertisement during Sunday Night Football (SNF) costs approximately this amount.
650,000
In the inbound methodology, this third strategy provides post-purchase value to turn existing customers into vocal brand promoters.
What is Delight (or Social Customer Service)?
Despite their famously sassy tone on social media, Wendy's maintains strict boundaries against using this type of language.
What is foul or vulgar language?
What was bubble wrap originally invented to be?
Wallpaper