permission marketing

Marketing strategy operating on the premise that consumers will willingly give up valuable personal information and grant permission for marketers to send them product information as long as they are given sufficient incentive. The term was coined by US marketing innovator Seth Godin, former president of Yoyodyne Entertainment and ex-vice-president of direct marketing at Yahoo!. The challenge for the permission marketer is to find the right incentive to persuade the consumer to grant permission. Permission marketers have to be careful not to abuse their permission. They also have to manage the relationship if permission is revoked, and also if the permission has lapsed. There is a fine line between spamming and e-mailing product information under permission.