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Permission marketing is a term used in marketing in general and e-marketing specifically. Marketers will ask permission before advancing to the next step in the purchasing process. For example, they ask permission to send advertisements to prospective customers. It is used by some Internet marketers, email marketers, and telephone marketers. It requires that people first "opt-in", rather than allowing people to "opt-out" only after the advertisements have been sent. Marketers feel that this is a more efficient use of their resources because advertisements are only sent to people that are actually interested in the product. This is one technique used by marketers that have a personal marketing orientation. They feel that marketing should be done on a one-to-one basis rather than using broad aggregated concepts like market segment or target market. In the United Kingdom, opt-in is required for email marketing, under The Privacy and Electronic Communications (EC Directive) Regulations 2003. This came into force on the 11 December 2003. Permission based marketing is believed to have been developed by Seth Godin, a well-established international marketing guru at the turn of the century. A key element of "permission" based marketing is that you are in essence, purchasing someone's time and getting their "attention" which has become increasingly valuable in what may be termed the 90-Second Economy.
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