Consumers and Marketers Differ on Acceptability of Implicit Permission

March 1, 2013

This article is included in these additional categories:

Digital | Email | Mobile Phone | Privacy & Security

RegReady-Perceptions-of-Marketing-Permission-Feb2013A survey of 123 marketers and 1,002 consumers on marketing practices and how they relate to permission has revealed a significant gap in perceptions regarding implicit permission (purchases, contents, product demos, registrations). The study, by RegReady, found that 77% of marketers believe that a consumer purchase does constitute marketing permission. But three-quarters of the consumers polled felt very strongly that making a purchase does not constitute permission to market to them on their mobile device, and 80% shared that sentiment about marketing via email. Still, 47% of marketers said they send email to purchasers without permission.

The study does show some agreement between marketers and consumers regarding marketing on mobile devices. 57% of marketers said they feel very strongly or strongly that consumers should give permission before they are marketed to on their mobile device, and 61% of consumers felt very strongly about that, too.

Interestingly, while the study shows that 57% of marketers polled believe that customers and prospects must give their permission before being marketed to, only 45% said they practice permission marketing.

Other Findings:

  • B2B respondents were less likely than their B2C counterparts to believe that explicit permission is required for marketing.
  • 7 in 10 consumers feel very or somewhat strongly that they give their permission before they can be marketed to via email.
  • 58% of marketers feel very strongly or strongly that purchasing an opt-in email list is an acceptable practice, with B2B respondents more likely to feel that way.

About the Data: 54% of marketers responding were from B2B companies. 63% represented companies with less than $50 million in revenues. Almost 7 in 10 consumer respondents were female, and a plurality are aged 45-54 (23.5%).

Chart-Library-Ad-1

Explore More Articles.

Which Skills Are Important in RevOps?

Which Skills Are Important in RevOps?

9 in 10 RevOps professionals view data analysis skills as being important, a high percentage also don’t believe they need this skill for their job.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This