Permission marketing

Richard Cross

The central issue in this article on permission marketing (PM) is whether consumers should be given the choice to opt-in or opt-out of online communications initiated by sellers.

Permission Marketing

Richard CrossCross World Network

Despite Permission marketing's widespread recognition and its contribution to reducing unwanted commercial messages online, it suffers from a number of inherent weaknesses. In practice, it offers neither the full protection consumers need, nor the full benefits marketers want. This article explores this disparity and looks at the likely outcome.

Permission marketing (PM) is the most firmly entrenched, widely accepted, voluntary privacy protection practice followed by consumer marketers, large and small, in the US. In a few short years, it has become standard practice for interactive marketers. Among other benefits, it has served...

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