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interruption marketing

’. Despite the growth in social media 

marketing, permission marketing is still a core concept within digital media today which 

works well when integrated with social media. Companies from consumer brands, to retail-

ers, to travel companies and business-to-business  start-  ups all want visitors to their site to 

sign up to email and then deepen the relationship with them through e-CRM. Today, it’s 

more likely to be known as inbound marketing (which we introduced in Chapter 8); this 

describes how permission marketing fits in with digital marketing techniques like search 

engine optimisation and social media. It’s about seeking the customer’s permission before 

engaging them in a relationship and providing something in exchange. The classic exchange 

is based on information or entertainment – a B2B site can offer a free report in exchange for 

a customer sharing their email address, while a B2C site can offer a newsletter with valuable 

content and offers.

From an e-commerce perspective, a customer agrees to engage in a relationship when 

they check a box on a web form to indicate that they agree to receiving further communi-

cations from a company. This is referred to as ‘