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Letters.

Publication: Precision Marketing
Publication Date: 26-JUL-02 		Format: Online - approximately 941 words
Delivery: Immediate Online Access
Full Article Title: Letters.(Brief Article)

Article Excerpt
Online permission can build lasting relations

With regard to your special report on permission marketing CPM July 12), I feel it is important to distinguish between 'bait and switch' techniques and those sites which successfully use competitions and prize draws to attract repeat visitors.

Typically, 'bait and switch' marketing uses a one-off promotion or competition to attract response, with practitioners giving little or no thought to building a relationship with respondents.

But there are a handful of successful sites that have combined the pull of impressive prizes and promotions with the responsibility of creating regular, ongoing relationships with respondents.

There are a significant number of responsible companies working within the permission marketing field to ensure the technique remains attractive to consumers. With EU legislation now firmly supporting our efforts, the time is right for these responsible companies to pull together...

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