Permission marketing

From Wikipedia, the free encyclopedia

This article does not cite any references or sources. (November 2006)
Please help improve this article by adding citations to reliable sources. Unverifiable material may be challenged and removed.

Permission marketing is a term used in e-marketing. Marketers will ask permission before they send advertisements to prospective customers. It is used by some Internet marketers, email marketers, and telephone marketers. It requires that people first "opt-in", rather than allowing people to "opt-out" only after the advertisements have been sent.

Marketers feel that this is a more efficient use of their resources because advertisements are not sent to people that are not interested in the product. This is one technique used by marketers that have a personal marketing orientation. They feel that marketing should be done on a one-to-one basis rather than using broad aggregated concepts like market segment or target market.

In the United Kingdom, opt-in is required for email marketing, under The Privacy and Electronic Communications (EC Directive) Regulations 2003. This came into force on the 11 December 2003.

Permission based marketing is believed to have been made popular by Seth Godin, in his 1999 book titled "Permission Marketing" ISBN 0-684-85636-0. A key element of "permission" based marketing is that you are in essence, purchasing someone's time and getting their "attention" which has become increasingly valuable in what may be termed the 90-Second Economy.