GLOSSARY OF TERMS

Permission-based marketing

What is permission-based marketing?

The idea of “permission marketing,” which is also known as “permission-based marketing,” was introduced by marketing expert Seth Godin in 1999. 

This approach focuses on getting people’s approval before sending them advertisements or promotional messages. However, a common challenge is that sometimes it’s not always clear how this approval is given or what it really means.

Permission-based marketing vs. Consent-based marketing: What is the difference?

While consent-based marketing and permission marketing might sound similar, they actually represent different standards. Consent-based marketing is the higher standard, requiring that consumers give clear and easy-to-understand permission before being contacted.

With permission marketing, people often have different interpretations of what “permission” means. Sometimes, this permission is hidden in long privacy policies that many people don’t read when they sign up for information or services. While this might technically meet the legal requirements, it doesn’t necessarily mean that the consumer fully understands or agrees to it. This can be a problem, especially if you plan to reach out via phone calls or text messages.

On the other hand, consent-based marketing takes a stricter approach, following laws like the Telephone Consumer Protection Act (TCPA), which demands that consent to receive communications is clear and obvious. Companies that truly value their relationship with customers make sure to contact them only when they have given proper consent. A good question to ask is, “Is the consumer expecting this contact?” This helps ensure respectful communication.

Learn more about Consent-based marketing