5.
Permissioned
Coordinating with Individuals to Give Them What They’ve Asked for, on Their Terms
Take a look at your inbox: there’s almost nothing, not even in a promotions tab, that was directly delivered to you without some sort of permission granted by you (wittingly or not). The second element of the context framework, permission is a power all consumers now have that gives them control over who has access to them directly. It is a mechanism—which ranges from checking a box to providing personal data—by which an individual actively chooses to receive communication from a brand or its representative.
People use permission to further customize what they see on their screens each day, and to cut through the tremendous noise of the infinite ...
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