Nevertheless, it's a good investment, according to Godin, because getting a customer's permission and engaging them in a meaningful way is much more effective than the randomness of interruption marketing. Godin compares a traditional marketer with an online permission marketer. So the traditional marketer goes ahead and runs the ad if, and only if, the impact is greater than or equal to cost. The online permission marketer, on the other hand, has negligible follow-on costs. The money is spent up front on an incentive designed to gain a customer's permission.
Permission enables frequency, which in turn builds trust.
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