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Permission marketing

Permission marketing

 is an established approach which should form a practical founda-

tion for CRM and online customer engagement. ‘Permission marketing’ is a term coined 

by Seth Godin. Godin (1999) noted that while research used to show we were bombarded 

by 500 marketing messages a day, with the advent of the web and digital TV this has now 

increased to over 3,000 a day! From an organisation’s viewpoint, this leads to a dilution in 

the effectiveness of the messages – how can the communications of any one company stand 

out? From the customer’s viewpoint, time is seemingly in  ever-  shorter supply, customers are 

losing patience and expect reward for their attention, time and information. Godin refers 

to the traditional approach as ‘