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What Marketers Need To Know About Consent Management


Savvy marketers are keenly aware of the need to effectively manage opt-out requests.

Now, there is a new challenge to consider — consent management. This type of permission-based marketing goes beyond merely opt-in, especially as it is used in certain industries such as healthcare.

“Consent management” in healthcare generally refers to allowing patients to determine what healthcare information they are willing to let their various healthcare providers, including doctors and hospitals, access. Consent management lets consumers affirm their willingness to participate in electronic health initiatives.

In addition to indicating who has access to a patient’s protected health information (PHI), consent management may also be used to determine for what purposes or under what conditions the PHI may be accessed. PHI is generally defined as any information that links a person with their health condition and includes such identifiers as name, phone number, email address, Social Security number, and more.

Organizations may now need to write their privacy policies so that the issue of consent management is clearly defined.

However, any industry that needs to manage a consumer’s choice to share information such as with its affiliates is involved in consent management to some degree. In fact, marketing consent management will be critical with the recent Federal Communications Commission amendment to the Telephone Consumer Protection Act regarding prior express written consent. This new regulation requires that a company obtain prior express written consent from a consumer before using an automated dialing system to deliver any type of advertisement or telemarketing call — including prerecorded messages and text messages — to a mobile device.

Even companies who have previously marketed to their customers’ mobile devices using implied consent (such as responding to an inquiry submitted from a web site form) must now obtain prior express written consent. Any solicitation prerecorded messages to be delivered to any residential phone line will also require prior express written consent.

These new prior express written consent standards could severely impact your ability to reach consumers who have given up their landlines and rely solely on mobile devices.

So, how do you solve these very complex marketing challenges? Where do consent management, opt-in marketing and preference management come together?

You should begin by understanding the concept of preference management and how it can be used to collect and manage opt-ins. By implementing a preference management solution, you can begin to tackle many of the consent management and privacy issues associated with honoring a consumer’s preferences. Of course, you need a persistent preference center so that consumers can easily update or change their preferences such as the preferred communication method or “opt-down” instead of opting out.

More importantly, as you implement a preference management solution, you need to utilize technology that was built with consumer regulatory compliance and privacy management in mind.

This article just begins to touch on the many issues that make consent management and preference management a challenge for marketers. Look for more information in the weeks to come.

In the meantime, share your thoughts on this topic!

Scott Frey is the CEO of PossibleNOW and CompliancePoint. Scott leads the strategic mission to maintain its leadership position in global direct marketing compliance by closely monitoring changes in consumer privacy legislation, industry trends, and delivering innovative products and services to meet client’s needs.
 Follow me on Twitter: @ScottFreyPN | Connect on LinkedIn: Scott Frey 

CRM... I think you meant CMR

Thoughts on Customer Managed Relationships

We are hesitant to admit it, but when it comes to marketing communications it's all about ME! Marketers are focusing more than ever on how to personalize communications to deliver relevant and timely messages. Unfortunately, too many are caught up in using inferential data to make educated guesses at what is best for their customers instead of just asking them. In a world of big data and automation at our finger tips, many marketing organizations make a critical mistake of trying to manage their customers, instead of realizing larger revenue gains by putting control back in their customers' hands . I believe the way to do this is through preference management, not using often misleading data such as web traffic, transaction history, or third party demographics.

"Good enough is never enough!"

Good customer service is no longer optional, it is expected. The “Me Generation” expects that organizations acknowledge their individuality and hold up their end of the bargain by honoring unique requests. I'll admit, implementing a robust preference management strategy is no small feat. In fact, research indicates that 47% of companies are not honoring customer preferences because they lack necessary technology, and another 25% do not because data silos do not allow for a single, actionable view of their customers. However, in our age of communication and technology it is possible, now more than ever, to honor our customers' preferences and create surprise and delight experiences based on how they want to be communicated with.

Aside from consumer expectations, global compliance regulation is forcing our hand on how we honor preferences and collect opt ins. Regions like the European Union already require opt in for marketing communications, and we have seen the first opt in requirement in the United States earlier this year when the FCC amended its TCPA, requiring express written consent for communication with a wireless phone number. As you are aware, this has huge implications for marketers considering the proliferation of mobile device usage and more consumers abandoning landlines for wireless phones.

"If not us then who, if not now then when?"

Act today to implement a preference management strategy. Stay ahead of compliance legislation and competitors by just asking your customers how they want to be communicated with. Shift from Customer Relationship Management to Customer Managed Relationships.

Rob Tate is the Preference Management Evangelist for PossibleNOW and has extensive expertise in direct marketing compliance and consumer privacy. He helps enterprise clients architect appropriate multi-channel preference management strategies by leveraging professional services and cloud based technology. He has spoken in a number of industry and association forums and focuses on the high tech, communications, and financial services verticals.

Why Preference Management Can Not Be Static

Do you still enjoy the same activities that you did ten or fifteen years ago? Have your tastes in shopping, travel or dining changed over the years?

Like most of us, chances are that your interests have changed over time. These changes may have been influenced by lifestyle changes such as graduating from college, getting married or divorced, having children, or moving to a new location.

Because our lives are not static, neither are our preferences. That creates a challenge for marketers. You need to keep up with the marketing and account servicing preferences of your customers and prospects including product or service interest, desired means of communication, frequency of contact, and more. Unless you do this, you run the risk of delivering information that may not be relevant, or which may not be delivered via the desired communication channel.

The ideal way to keep up with changing marketing preferences is through a persistent preference center.

A persistent preference center is a technology solution that enables you to capture, track and maintain these preferences. You need to deploy this preference center everywhere you interact with your customers. These touch points can include mobile devices, social media fan pages and your corporate web site. And each interaction— email, direct mail, even your Facebook posts — should remind customers and prospects to keep their preferences current.

Your preference center also lets you update the available communication methods as they evolve, or the product lines or the types of information that you offer such as sales alerts.

With preference management, you put the customer in control and enable them to adjust preferences as their lifestyle or tastes change.

Marketers who utilize preference management technology can boost customer loyalty by delivering the right content to the right audience by the preferred communication channel.

So, how are you using preference management in your marketing efforts? Share your comments with us!
MyPreferences Preference Center



About the Author: 
Scott Frey is the CEO of PossibleNOW and CompliancePoint. Scott leads the strategic mission to maintain its leadership position in global direct marketing compliance by closely monitoring changes in consumer privacy legislation, industry trends, and delivering innovative products and services to meet client’s needs.
 Follow me on Twitter: @ScottFreyPN | Connect on LinkedIn: Scott Frey 

Will People Share Their Marketing Preferences?


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That was the question I was asked while presenting at Georgia College and State University about permission-based marketing and preference management. It’s a great question and one that many marketing professionals are asking as well. 

My answer…”Absolutely!” 

In fact, 850 million Facebook users already do. You see, when you setup a Facebook account, it asks you whether you would like to be notified when someone posts on your wall, how you would like to be notified such as by email or text message and how often. Those are preferences. And, when engaged consumers provide their preferences and marketers honor them, consumers respond. 

In fact, earlier this year I was in the market for a new automobile. Like most consumers, I began my research by going online to research the cars in which I have an interest. One site offered to send product announcements, promotions and information on specific automobiles. Not only did I sign up for that relevant content, I anxiously opened those emails when I received them. That’s permission marketing.

Compare that with the reaction I have when I receive 50+ unsolicited and irrelevant emails per day. Every morning I start my day by mass deleting all the irrelevant email so that I can find the relevant ones. That’s called Interruption Marketing. Not only do I not read the emails, each day I build increasing amounts of animosity toward the companies who send them. Ultimately, I opt-out of receiving any and all future communications.

How do all the irrelevant communications get started? 

They start based on innocent consumers asking to receive a newsletter, or buying a product or providing profile information. Then marketers predict what products or services that consumer may be interested in and they fire up the marketing machine. It’s called predictive analytics. Their prediction is wrong 98% of the time. 

For example, just because I buy a blouse for my wife on our anniversary, doesn’t mean I have any interest in receiving information on women’s clothing in the future. I’m not that kind of guy! But how would they know that if they don’t ask?

Bottom line — if you want consumers to anxiously open your emails, give them the information they want on their terms. Just Ask!

Add caption
About the Author: 
Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

              Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda 

What Marketers Need To Know About Consent Management


Savvy marketers are keenly aware of the need to effectively manage opt-out requests.

Now, there is a new challenge to consider — consent management. This type of permission-based marketing goes beyond merely opt-in, especially as it is used in certain industries such as healthcare.

“Consent management” in healthcare generally refers to allowing patients to determine what healthcare information they are willing to let their various healthcare providers, including doctors and hospitals, access. Consent management lets consumers affirm their willingness to participate in electronic health initiatives.

In addition to indicating who has access to a patient’s protected health information (PHI), consent management may also be used to determine for what purposes or under what conditions the PHI may be accessed. PHI is generally defined as any information that links a person with their health condition and includes such identifiers as name, phone number, email address, Social Security number, and more.

Organizations may now need to write their privacy policies so that the issue of consent management is clearly defined.

However, any industry that needs to manage a consumer’s choice to share information such as with its affiliates is involved in consent management to some degree. In fact, marketing consent management will be critical with the recent Federal Communications Commission amendment to the Telephone Consumer Protection Act regarding prior express written consent. This new regulation requires that a company obtain prior express written consent from a consumer before using an automated dialing system to deliver any type of advertisement or telemarketing call — including prerecorded messages and text messages — to a mobile device.

Even companies who have previously marketed to their customers’ mobile devices using implied consent (such as responding to an inquiry submitted from a web site form) must now obtain prior express written consent. Any solicitation prerecorded messages to be delivered to any residential phone line will also require prior express written consent.

These new prior express written consent standards could severely impact your ability to reach consumers who have given up their landlines and rely solely on mobile devices.

So, how do you solve these very complex marketing challenges? Where do consent management, opt-in marketing and preference management come together?

You should begin by understanding the concept of preference management and how it can be used to collect and manage opt-ins. By implementing a preference management solution, you can begin to tackle many of the consent management and privacy issues associated with honoring a consumer’s preferences. Of course, you need a persistent preference center so that consumers can easily update or change their preferences such as the preferred communication method or “opt-down” instead of opting out.

More importantly, as you implement a preference management solution, you need to utilize technology that was built with consumer regulatory compliance and privacy management in mind.

This article just begins to touch on the many issues that make consent management and preference management a challenge for marketers. Look for more information in the weeks to come.

In the meantime, share your thoughts on this topic!

Scott Frey is the CEO of PossibleNOW and CompliancePoint. Scott leads the strategic mission to maintain its leadership position in global direct marketing compliance by closely monitoring changes in consumer privacy legislation, industry trends, and delivering innovative products and services to meet client’s needs.
 Follow me on Twitter: @ScottFreyPN | Connect on LinkedIn: Scott Frey 

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