Express permission by a customer or a recipient of a mail, e-mail, or other direct message to allow a marketer to send a merchandise, information,or more messages. This is the method generally used by
In addition to receiving information of the firm, it also applies to the fact that personal data can be re-used by the firm or other companies for the purpose of further analysis, e.g. profiling of on-line behavior in order to create a 'picture' of the person and to find-out more about preferences of this person in order to finally market this information to other companies which will then offer personalized goods or services to the person. Often opt-in of personal data will also be used in recommendation algorithms in order to suggest the right product or service to the person/online-user. In order to avoid legal conflicts with privacy laws, discussions around the User Centricity, where the user decides, which data will be disclosed and can be used by 3rd parties, are constantly ongoing and getting a ´hot-topic´, mainly in the social media environment.
After the Opt-in, the marketer will keep on sending the material or messages until the recipient chooses to Opt-out.
— Lars Gerdau 2011/04/20 09:28