Getting permission: Exploring factors affecting permission marketing |
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Affiliation: | 1. Rotterdam School of Management, Erasmus University, Rotterdam, The Netherlands;2. Özyeğin University, Istanbul, Turkey;1. School of Electronic Information and Communications, Huazhong University of Science and Technology, China;2. Fok Ying Tung Graduate School, Hong Kong University of Science and Technology, Hong Kong;3. Department of Computer Science and Engineering, Hong Kong University of Science and Technology, Hong Kong;1. Universidad Andres Bello, Chile;2. Universidad Austral de Chile, Chile;3. Massey University, New Zealand |
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Abstract: | Permission marketing suggests an evolution of direct marketing, particularly used with e-mail. It combines databases of customers who agree to receive marketing messages with low-cost, customized e-mails that attempt to slice through advertising clutter, attract increased customer support, and change behavior.This applied research examined implementing permission marketing, relevant literature, and permission marketing's effectiveness influencing consumer interest and behavior. A case study tested the propositions resulting from the literature review and evaluated responses to a permission marketing campaign that used traditional and new media. This study found that relevance—personalization, brand equity, and previous relationships—influenced response rates. This article adds to the growing body of research on permission marketing's role in marketing theory, as well as its applied effectiveness in the marketplace. |
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