Permission Marketing is an approach to selling goods and services in which a prospect explicitly agrees in advance to receive marketing information. Opt-in e-mail, where Internet users sign up in advance for information about certain product categories, is a good example of permission marketing. Advocates of permission marketing argue that it is effective because the prospect is more receptive to a message that has been requested in advance and more cost-efficient because the prospect is already identified and targeted. In a world of information overload, automated telemarketing, and spam, most people welcome the idea of permission marketing. Permission marketing is a strategy, primarily utilizing email and mobile technology, to send consumers information that they have agreed to receive. When integrated with other forms of marketing, permission marketing's strength is its ability to collect consumer information. As the uptake of the Internet continues, the opportunity for pharmaceutical companies to reach consumers online broadens.