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PERMISSION MARKETING
Permission Marketing: relationship between the company and the consumer based on consent
The term Permission Marketing indicates those marketing communication strategies that assume the establishment of a "relationship" between the company and the consumer, based on the consent of the latter.
PERMISSION MARKETING

The term Permission Marketing indicates those marketing communication strategies that presuppose the establishment of a “relationship” between the company and the consumer, based on the consent of the latter. The principles of permission marketing are based on the scarce resource par excellence, that is time.
In an increasingly frenetic society, where we are constantly subjected to stimuli and bombardment of information, time management takes on increasingly strategic value. Advertising initiatives, as well as promotions and discounts, try to attract the attention of potential consumers. However, the frequency of messages is such that, in self-defence, many consumers no longer pay attention to these initiatives. The permission marketing strategy provides that the obtaining of the consumer’s permission must take place gradually and without being too intrusive. In this way, the company will no longer be perceived as a stranger who wants to invade the privacy of the customer, but as a friend who wants to gain their consent. In addition, potential customers should become much more willing to pay attention to promotional messages and to make the first purchase.

Objectives of permission marketing:
1. Increasing the visibility of the website
2. Raising awareness among a wide and diverse public
3. Stimulating new customer needs
4. Propose low-cost promotional initiatives
5. Making the customer feel unique
Today it is difficult to quantify the real potential of permission marketing, it is undoubtedly a tool of great potential, but at the same time worthy of being managed with extreme care. The PM is not a revolution but a marketing technique that, at the moment, offers very high opportunities to differentiate in the mind of the consumer and create a personalized relationship.

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