Permission marketing: antecedents, impact and future

Abstract

Consumers will be driven with care because of their paucity of time and attention. This behaviour of consumers is giving rise to the concept of permission marketing. Permission marketing is a strategy, primarily utilising e-mail and mobile technology, to send consumers information that they have agreed to receive. As consumers are now more protective of their personal information and they value the importance of privacy. Customer driven privacy solutions help organisations in building and sustaining trusted customer relationships. The use of permission marketing also help organisations in understanding that consumers often drive relationships and have power of making, sustaining or breaking relations over a period of time. The paper will focus on the privacy issues, permission marketing techniques which are internet-based and mobile-based and the issues emerging out of it from the study of literature across the globe.