What Is Licensed Marketing?

　　 Licensing marketing

The theory of license marketing is the first systematic research conducted by Yahoo Seth marketing expert Godin Godin in the book Permission Marketing: Turning Strangers Into Friends, and Friends Friends, and & P, and 1999. The validity of licensed Email marketing has also been proved by many enterprises' practice.

License marketing can be said to be Modern enterprise management A new thing in China. It is another way to communicate with the target customers, and these target groups have begun to conflict with the more traditional product promotion methods, namely, television, direct mail, newspaper and magazine advertising interruption technology.

Nowadays, consumers are in a variety of marketing information whenever and wherever they are. In order to catch the attention of the target customers, you must first use some bait to get their permission, such as sending free samples, super value or competitive bidding activities. Once the target is "hooked", it will start to interact with them, laying the foundation for establishing long-term customer relationship. If everything goes well, hopefully we can finish a deal. If you want to communicate with such target customers, you can use license marketing to give them more attention to such marketing information.

It is extremely effective to apply the basic principles of license marketing to the network environment, because the online operation cost is low, and the media can promote such "selective addition" behavior by itself. After the advertisement is released, the participants of the Licensed Marketing must first choose "selective addition" instead of "selective withdrawal".

The term "license marketing" was first proposed by Seth Godin, an online marketing guru. He is the author of the book "PermissionMarketing". It was published in 2002 and is one of the 100 best sellers of Amazon website. According to the book, "licensing marketing is to ensure that consumers pay more attention to such marketing information through interaction with voluntary participants. This will effectively promote mutual communication between customers and marketers. " {page_break}

Five implementations of licensing marketing Basic steps

The principle of licensing marketing is actually very simple, that is, when an enterprise promotes its products or services, it first obtains the customer's "permission". After the permission of potential customers, the product / service information is sent to customers through the way of E-mail. Therefore, license marketing is the permission of email marketing (Email Marketing). The main method of license marketing is to provide valuable information to users through mailing lists, newsletters, electronic publications and so on. For example, when a company asks you to register as a member or fill in an online form, it will ask you if you want to receive the latest product information sent by the company on a regular basis, or give a list to let you choose the information you want to receive. In traditional marketing, licensing marketing is difficult to work, but the interactivity of the Internet makes licensing marketing possible.

There are five basic steps to achieve license marketing. Seth Godin draws the attention of customers to license images in the form of appointments, from strangers to friends to lifelong users.

First of all, let the potential customers be interested and feel that they can get some values or services, so as to deepen their impression and attention. It is worthwhile to join the license list voluntarily according to the expectations of the salesmen. (like the first date, in order to make a good impression on the other party, it may take a lot of time to modify their image, otherwise there may be no second date).

Second, when potential customers pay attention, they should take advantage of potential customers' attention, such as providing a set of presentation materials or tutorials for potential customers, so that consumers can fully understand the products or services of the company.

Third, continue to provide incentives to ensure that potential customers remain on the licensing list.

Fourth, provide customers with more incentives to obtain wider permission, such as giving members more concessions, or inviting members to participate in surveys, providing more personalized services.

Fifth, after a period of time, marketers can change the behavior of consumers with the permission obtained, that is, let potential customers say, "yes, I would like to buy your products". Only in this way can the license be turned into profit.

Of course, after making the first money from customers, it does not mean the end of license marketing. On the contrary, it is just the beginning of how to turn potential customers into real customers, how to turn customers into loyal customers or even life-long customers. It is still an important part of marketers' work. Licensing marketing will continue to play its unique role.