Permission marketing, a term popularized by Seth Godin is “the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them” (Godin, 1999). It is a marketing strategy that involves seeking the consent of potential customers before sending them marketing messages or advertisements.
Permission marketing induces consumers to grant permission via relevant and interesting content, or by means of attractive incentives such as discounts or free samples. Examples include opting into newsfeeds, signing up for alerts and following friends on social media. The strategy works if it is anticipated, personal and relevant.
Take for example the property search engine prop-log.com, Exhibit 18.10. The portal seeks users’ permission to alert them when a new property post matches their search settings.
In a broader context, facilitated by technology, marketers should use analytics to understand consumers so that their marketing communication is personalized and better targeted. This relates to the concepts of inbound marketing and personalization.
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