Getting permission: Exploring factors affecting permission marketing

Abstract

Permission marketing suggests an evolution of direct marketing, particularly used with e-mail. It combines databases of customers who agree to receive marketing messages with low-cost, customized e-mails that attempt to slice through advertising clutter, attract increased customer support, and change behavior. This applied research examined implementing permission marketing, relevant literature, and permission marketing's effectiveness influencing consumer interest and behavior. A case study tested the propositions resulting from the literature review and evaluated responses to a permission marketing campaign that used traditional and new media. This study found that relevance—personalization, brand equity, and previous relationships—influenced response rates. This article adds to the growing body of research on permission marketing's role in marketing theory, as well as its applied effectiveness in the marketplace.

E-mail advertising: A study of consumer attitude toward e-mail advertising among Indian users

“…Privacy issues are therefore very important when using electronic devices in addressing the consumers. This calls for application of permission marketing ( Krishnamurthy, 2000 ;Tezinde et al , 2002 ;Kent and Brandal, 2003 ). Before receiving advertising messages via e-mail, consumers need to empower a marketer to send promotional messages in certain interest categories to them.…”

What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets

“…In fact, growth in terms of the number of companies using mobile advertising is somewhat modest to date (Barwise and Farley, 2005). Some studies show that getting permission to send messages is a prerequisite of effective mobile advertising (Tezinde et al, 2002). This is especially important given that SPAM/SPIM issues are becoming a serious privacy intrusion, and that electronic bulk emails are often rejected or deleted before they reach customers (Petty, 2003).…”

Investigating Customers' Perceptions Towards Text Messaging Services as a CRM Medium

“…Literature in permission marketing suggested that consumers are likely to refuse to accept messages when consent is not given (Golem, 2002;Tizende et al, 2002), because text messages are considered content that require payment from customers receiving the message. In addition, changing cell phone numbers is not as convenient as changing an email address, so unwanted messages or spam could dramatically irritate consumers when irrelevant messages are sent (Sinisalo et al, 2007;Islam et al, 2011;Sultan, 2005).…”