Permission marketing is a term popularized by Seth Godin (but found earlier ) used in marketing in general and e-marketing specifically. The undesirable opposite of permission marketing is interruption marketing. Marketers obtain permission before advancing to the next step in the purchasing process. For example, they ask permission to send email newsletters to prospective customers. It is mostly used by online marketers, notably email marketers and search marketers, as well as certain direct marketers who send a catalog in response to a request.
This form of marketing requires that the prospective customer has either given explicit permission for the marketer to send their promotional message (like an email or catalog request) or implicit permission (like querying a search engine). This can be either via an online email opt-in form or by using search engines, which implies a request for information which can include that of a commercial nature. To illustrate, consider someone who searches for "buy shoes." Online shoe stores have searchers' permission to make an offer that solves their shoe problem.
Marketers feel that this is a more efficient use of their resources because the offers are sent to people only if actually interested in the product. This is one technique used by marketers that have a personal marketing orientation. Marketers feel that marketing should be done on a one-to-one basis rather than using broad aggregated concepts like market segment or target market.
- Godin, Seth (1999). Permission Marketing: turning strangers into friends, and friends into customers. New York: Simon & Schuster. ISBN 0-684-85636-0.
- "permission marketing." OED Online. Third Edition, December 2005. Oxford University Press. Accessed 29 March 2011 OED.com
- Scott, David Meerman (2007). The new rules of marketing and PR how to use news releases, blogs, podcasts, viral marketing and online media to reach your buyers directly. Hoboken, N.J.: J. Wiley & Sons, Inc. p. 162. ISBN 978-0-470-11345-5. "...if you're asking for someone's e-mail address ... you must provide something equally valuable in return."
- A Comprehensive Analysis of Permission Marketing