When consumers "opt-in" to marketing communications, they are giving?

When consumers "opt-in" to marketing communications, they are providing explicit consent to receive materials. This means that they clearly and willingly agree to receive information or promotional content from a brand or organization. This process often involves consumers actively checking a box or signing up, which signifies their desire to be contacted.

Explicit consent is crucial in building trust between consumers and marketers. It ensures that individuals are aware that their information is being used for marketing purposes and that they have control over what communications they receive. When this level of consent is given, companies can engage consumers with the assurance that they are interested in the content, leading to potentially higher engagement rates and more effective marketing campaigns.

In contrast, implicit consent involves assumptions about consumer agreement based on their actions or inactions, which does not provide the same level of clarity or commitment. Thus, opting in signifies a clear understanding and acceptance of the marketing relationship.