Permission marketing
Online Advertising
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 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.
The term was coined by
Seth Godin in 1999 in his book
of the same name.
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.
See also:
External links
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