oa Journal of Marketing - By invitation only, please : anti-advertising mindset on the increase
Consider a world where the only way marketers can advertise their products and services is if consumers invite them to do so. It is a world where marketers cannot initiate the first contact nor ask for permission to communicate with people on a regular basis. This has happened because consumers have revolted against 500+ commercial messages a day, and because commercial messages via digital channels, media and contact points have become invasive, all controlling and all pervasive.
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