Permission marketing offers users the opportunity to voluntarily choose what they want to be informed about, without feeling invaded. This ensures that companies pay more attention to their message and create a greater impact. Do you know the advantages of permission marketing?
The term permission marketing , widely used in email marketing but also in many other cases of digital marketing, emerged in 1999 to describe a new approach or methodology by which companies are allowed to send advertising, information or promotions with the acceptance of the recipient. Thus, the user may or may not be a client of the company but - almost certainly - is a potential client who has accepted the conditions before receiving the information.
This is the factor that makes the difference and that stands finland phone number data out so much every time we talk about permission marketing: the user agrees to receive the information because there is a predisposition and, therefore, the sense of attention is open and willing to consume. At least in the first contact; it is the step from opt-out (optional deactivation) to opt-in (optional activation).
The idea began to be known in traditional marketing after the excess of advertising impacts that were sent, which led to the use of different techniques to obtain that permission to "impact" the user and improve the digital customer experience . Today it is used both in offline marketing and in online marketing (even more so in the latter). The techniques have varied a lot and creativity has played an important role in their evolution. Although the intention is to generate enough value to attract the user directly, the ideas to capture the user's attention and intention have been greatly developed in indirect or permission marketing.
Furthermore, permission marketing is more essential than ever today after the arrival in Europe in 2018 of the GDPR , the regulation by which the user must give express consent to share their data on the Internet. This is why transparency has become a fundamental pillar when it comes to building relationships with the consumer.