Customer Permissions
\ˈkəs-tə-mər\ \pər-ˈmi-shənz\Customer permissions are requests—for personal information, device access, and more—that brands make of members of their audience.
“It’s really hard to craft best-in-class messaging campaigns without a campaign permissions strategy in place—after all, you can’t personalize push notifications if customer don’t opt in to push and don’t give you access to personal data that you can include in your copy.”
Customer Permissions
\ˈkəs-tə-mər\ \pər-ˈmi-shənz\TL;DR
Customer permissions are requests—for personal information, device access, and more—that brands make of members of their audience.
Used in a sentence
“It’s really hard to craft best-in-class messaging campaigns without a campaign permissions strategy in place—after all, you can’t personalize push notifications if customer don’t opt in to push and don’t give you access to personal data that you can include in your copy.”
Definition
Customer permissions are requests that a brand makes of its customers in connection with a mobile app or website. These requests can be for access to customer data (such as their location or their contacts), authorization to send push notifications, emails, or other messages, or to access elements of their smartphone or tablet, such as the device’s camera. Because customer permissions impact whether marketers can send certain kinds of messages and the extent to which they can gather nuanced customer data and include personalization in their outreach, customer permissions are a major element in modern marketing strategies.
Usage
As phrases go, “customer permissions” sounds pretty dry and technical. For mobile marketers, however, permissions are so central to effective user engagement that there’s a strong chance that your average mobile marketer will be familiar with the concept; if you’re talking with marketers who aren’t especially knowledgeable about mobile, however, it’s smart to give some background information before launching into a discussion of priming for push or other customer permissions-related strategies.
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