Permission Marketing

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Example of non-internet permission marketing from 1995. A reply card in a book that also includes permission to send promotional material if the sender ticks the appropriate boxes.

Under Permission Marketing is understood in marketing the advertising or information delivery with the express permission ( english permission ) of the customers , for example in the form of emails . The term was first used in a 1999 book by Seth Godin .

to form

One form of permission marketing is newsletters that offer the customer added value (for example, industry information) and are usually offered on the company's website. Forms for requesting product information are another form of this marketing concept. So-called call-back forms are also part of this form of marketing.

Other forms of permission marketing on the Internet are, for example, personalized advertising in social networks , in e-mail accounts and in blogs, as well as in Internet Protocol Television . The evaluation of big data can enable correspondingly individualized advertising and is increasingly used.

Countermeasures

To avoid unwanted advertising, marketing companies can offer the following measures, for example:

  • Implementation of opt-out
  • Implementation of opt-in , which can be defined absolutely but also selectively in terms of authorization groups, frequency, duration or time window.

The users of media with personalized advertising can take the following measures, for example:

Legal classification

This article or paragraph presents the situation in Germany . Help us to describe the situation in other countries.

In contrast to conventional advertising (e.g. in magazines, television, etc.), permission marketing offers the advertising company the option of addressing potential customers directly through personalized information. Consent is required for e-mail and telephone advertising and, since the 2008 data protection amendment, it is now also generally for postal advertising . Here, however, the legislature has allowed many exceptions, which make the exceptions the rule. According to § 28 Paragraph 3 BDSG, consent is not required for existing customers, data from generally accessible sources, B2B contacts, fundraising and if the transmission or use for advertising purposes is transparent.

Web links

Individual evidence

  1. ^ Seth Godin, Permission Marketing: Turning Strangers Into Friends And Friends Into Customers , 1999, p. 1
  2. ↑ a b Dave Chaffey: 10 permission marketing principles and campaign examples integrating web, email and social media marketing , Smart Insights, June 5, 2013, accessed September 30, 2016
  3. ↑ T-Systems Multimedia Solutions GmbH: The strategic importance of big data is "new territory" for marketers , e-commerce magazine from January 14, 2016, accessed on September 30, 2016