The concept of consent, fundamentally vital for marketers, is currently being mishandled by businesses. Permission-based marketing, which requires consent to land marketing offers in a user’s inbox, must be accessible for users to either provide or revoke. Presently, numerous brands claim to be customer-centered, but their permission-based approach is riddled with confusion and misinformation, effectively disempowering consumers. Consequently, many individuals are manipulated rather than choosing freely.
A new protocol called Ethical Permission-Based Marketing (EPBM) is being proposed. The goal of EPBM is to empower users to control their interactions with brands while maintaining user-friendly practices. For instance, an analysis of marketing from GolfChannel.com indicates a bias in favor of the marketer, with the opt-out option barely noticeable.
Unfortunately, almost half of consumers accept all cookies, though it signifies resignation rather than true consent. Almost a third try managing their options while nearly 10% either decline all or leave the site. Consumers are aware that the quickest method to exterminate banners is to simply accept all cookies—clearly a strategy favoring the marketer.
Consumers are deserving of unbiased, easily understood choices. Distorted options such as Accept My Choices or Accept All Cookies should not be coded as equivalent after deactivating optional cookies. Other deceptive tactics include comprehensive information being negated by complex opt-out procedures, and derisive popup language intended to manipulate users by inducing guilt.
EPBM promises an experience free of these psychological tricks. Consultancy Siegel&Gale has reported that 64% of consumers are more likely to recommend a brand due to straightforward experience, and 55% are even ready to pay more for uncomplicated experiences. However, simplicity is not the only requirement. Respectful experiences are crucial, too.
Currently, consumers are obligated to jump through hoops to unsubscribe from lists. The system isn’t structured for an easy exit and unfortunately, most advertisers make it increasingly difficult for consumers to escape.
The cornerstones of permission-based marketing are facing a decision point. Consent used to be a tool for empowering consumers, but it has been reconfigured into a bamboozling, manipulative game. The future fosters EPBM, where consumers are not merely a target but crucial contributors to the marketing journey.
