It’s basically what it says on the tin, marketing to those who have permitted you to do so.
Think about when you opt-in to a mailing list.
You are consciously permitting the marketer to promote to you.
This is huge.
This requires a level of trust.
And trust is the highest form of authority.
This is why direct marketing methods like email work.
Because you’re targeting only those who have permitted you to.
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