Permission marketing is a term used in e-marketing. Marketers will ask permission before they send advertisements to prospective customers. It is used by some Internet marketers, email marketers, and telephone marketers. It requires that people first “opt-in”, rather than allowing people to “opt-out” only after the advertisements have been sent.

Marketers feel that this is a more efficient use of their resources because advertisements are not sent to people that are not interested in the product. This is one technique used by marketers that have a personal marketing orientation. They feel that marketing should be done on a one-to-one basis rather than using broad aggregated concepts like market segment or target market.

The term was coined by Seth Godin in 1999 in his book of the same name.

In the United Kingdom, opt-in is required for email marketing, under The Privacy and Electronic Communications (EC Directive) Regulations 2003. This came into force on the 11 December 2003.

Links

• A Comprehensive Analysis of Permission Marketing

This guide is licensed under the GNU Free Documentation License. It uses material from the Wikipedia.

Video: Permission Marketing with Matt Beasley

e-Marketing is a type of marketing that can be defined as achieving objectives through the use of electronic communications technology such as Internet, e-mail, Ebooks, database, and mobile phone. It is a more general term than online marketing which is limited to the use of internet technology to attain marketing objectives.

Dave Chaffey, working from a relationship marketing perspective, has defined e-marketing as:

Applying Digital technologies which form online channels (Web, e-mail, databases, plus mobile/wireless & digital TV) to contribute to marketing activities aimed at achieving profitable acquisition and retention of customers (within a multi-channel buying process and customer lifecycle) through improving our customer knowledge (of their profiles, behaviour, value and loyalty drivers), then delivering integrated targeted communications and online services that match their individual needs. (Source: [1] with permission of the author)

Chaffey’s definition emphasises that:

1. It should not be the technology that drives e-marketing, but the business returns from gaining new customers and maintaining relationships with existing customers.
2. It also emphasises how e-marketing does not occur in isolation, but is most effective when it is integrated with other communications channels such as telemarketing, direct-mail, personal selling, advertising, publicity, sales promotion, and other promotional techniques.
3. Online channels should also be used to support the whole buying process from pre-sale to sale to post-sale and further development of customer relationships where this is appropriate.
4. It should be based on knowledge of customer needs developed by researching their characteristics, behaviour, what they value, and what keeps them loyal.
5. The web and e-mail communications should be personally tailored to individual buyers based on the information obtained in the research.

References

• Smith, P.R. and Chaffey, D. (2005) eMarketing eXcellence: at the heart of eBusiness. Butterworth Heinemann, Oxford, UK. 2nd edition. http://davechaffey.com/E-marketing

This guide is licensed under the GNU Free Documentation License. It uses material from the Wikipedia.

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Online Marketing is marketing on the Internet. It is a type of e-marketing, which in turn is a type of e-commerce. While at first the confusion of experiments, beta versions of websites, search engines and other online devices cause marketers to consider this world of the Internet unknowable and perhaps too unpredictable, there is now a growing body of work to which marketers are now paying attention in order to develop online marketing programs. The most known tools to marketers in the mid 2000s are currently tools grouped into 2 fields: online advertising and search engine optimization. E-marketing tools used to drive visitors to a web site include:

However, marketing online is simply not offline marketing applied to a new online world. Online marketing has a slightly different character and purpose as indicated in such seminal works as The cluetrain manifesto, Purple cow, Permission marketing, and other texts of smaller nature compiled in blogs and news sites.

References

• Smith, P.R. and Chaffey, D. (2001) eMarketing eXcellence: at the heart of eBusiness. Butterworth Heinemann, Oxford, UK.
• Internet Marketing for Less Than $500 Per Year. ISBN 1885068697
• Building Your E-Bay Traffic The Smart Way. ISBN 0814472699
• The Online Copywriters Handbook. ISBN 0658020994
• The Complete Idiots Guide to Online Marketing. ISBN 078972037X

Video: Internet Marketing Secrets 1 of 3