Permission marketing

Permission marketing

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 only sent to people that are actually 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 developed by Seth Godin, a well-established international marketing guru at the turn of the century. 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.

References

*

External links

* [http://jcmc.indiana.edu/vol6/issue2/krishnamurthy.html A Comprehensive Analysis of Permission Marketing]
* [http://www.sethgodin.com/sg/ Seth Godin Official Site]
* [http://webconomist.blogspot.com/2008/04/new-perspective-on-marketing.html Reference to Attention Economy]

See also

* Seth Godin
* Relationship marketing


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  • permission marketing — ➔ marketing * * * permission marketing UK US noun [U] ► MARKETING, INTERNET a method of marketing products and services on the internet that involves asking someone s permission before sending them information: »The big challenge is… …   Financial and business terms

  • Permission marketing — Le permission marketing (ou marketing de permission selon l Office québécois de la langue française[1]) est un type de marketing et publicité qui demande l autorisation des personnes ciblées avant de leur envoyer un message, par opposition au… …   Wikipédia en Français

  • Permission Marketing — Unter Permission Marketing versteht man den Werbe oder Informations Versand, z. B. in der Regel in Form von E Mails, mit der ausdrücklichen Erlaubnis (Permission) des Kunden. Der Begriff wurde zuerst in einem Buch von Seth Godin aus dem Jahr 1999 …   Deutsch Wikipedia

  • permission marketing — n. A form of marketing where the marketer asks the consumer for permission to send them targeted ads based on personal data supplied by the consumer. Example Citation: A recent Vanderbilt University analysis of consumer responses . . . reported… …   New words

  • permission marketing — /pə mɪʃ(ə)n ˌmɑ:kɪtɪŋ/ noun any form of online direct marketing that requires the seller to get permission from each recipient before sending him or her any promotional material …   Marketing dictionary in english

  • permission marketing — /pəmɪʃən ˈmakətɪŋ/ (say puhmishuhn mahkuhting) noun a style of marketing which seeks the prior consent of people to whom marketing information is sent, as by offering some incentive (opposed to interruption marketing) …  

  • permission marketing — ● loc. m. ►SPAM Variante du spam classique. Là, on fait mine de demander votre permission avant de vous abreuver de propagande …   Dictionnaire d'informatique francophone

  • Opt-out (Permission Marketing) — Opt out (engl. to opt (for something) ‚optieren‘, ‚sich für etwas entscheiden‘) bezeichnet im Permission Marketing die im Gegensatz zum Opt in Verfahren automatische Aufnahme in eine Verteilerliste für Newsletter, beispielsweise nach dem Kauf in… …   Deutsch Wikipedia

  • Marketing Par Courriel — Cet article traite du marketing par courriel, et notamment du marketing indésirable appelé aussi spam. Sommaire 1 Origines 2 Les filtres anti spam 3 L’utilisation du courriel comme véhicule de communication personnalisée …   Wikipédia en Français

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