Are online advertising useful? Most people visiting websites are probably annoyed by popup ads, interruption marketing. After years of internet usage, it is imaginable that people would simply ignore any unwelcome marketing targeting them. However, permission marketing, the opposite of interruption marketing, allows marketers to measure information about privileged targeted consumers. Most of the time, consumers give marketers their personal information and preferences when they sign up to various websites. Instead shooting blindly like the interruption marketing, permission marketing has a higher chance of making relationships with customers and increasing sales. In particular, usage of e-mail, marketers uses databases of customers who agree to receive marketing messages. Low-cost, customized e-mails that marketers use in an attempt to  bypass advertising clutter, attract increased consumer support, and change consumer behaviours.

eBay sends out promotion emails to users every week. In the email, promotion details are not just limited to users’ favourite sellers but also other products they think the users might be interested in. While users go through the email in detail, information may draw users’ attention that generates traffic to eBay’s site and possibly makes sales.

NIKEiD is also a form of permission marketing. They allows users to customize/design shoes or gears on the internet with the same amount of price compares what people can get in store. NIKEiD can promote these unique goods towards other users, while users can post goods they customized onto their Facebook, Twitter, and MySpace sites. For facebook, images of customized goods will be posted on the individual’s main page and all individual’s friends will be able to take a look while other possible interests can be generated.

In conclusion, permission marketing is an evolution of direct marketing. From the databases generated, marketers can create strategies which increases support and ultimately changes consumer behaviours.

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