Permission marketing

Permission marketing refers to the practice of marketing to consumers only after gaining their expressed permission, is based on the premise that marketers can no longer use “interruption marketing” via mass media campaigns.

According to Seth Godin, a pioneer in the technique, marketers can develop stronger consumer relationships by respecting consumers’ wishes and sending messages only when they express a willingness to become more involved with the brand. Godin believes permission marketing works because it is “anticipated, personal, and relevant.”

Personal marketing, like other personalization approaches, presumes consumers know what they want.

Permission marketing allows advertisers to present marketing communication messages to consumers who agree to receive them.

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