When making a case for preference management, the two prongs of approach are usually A) strengthening compliance with privacy regulations and B) improving marketing ROI. Both are appealing, and both are correct, too. Preference management is a single solution that addresses both modern challenges. While consumer trust continues to fall - nine out of ten people worry about privacy and who has access to their data, and consumers distrust both government and private companies - responsive brands are presented with an opportunity to help consumers by pro-actively protecting their privacy. Moreover, simply reducing atomic opt-outs and offering opt-down instead produces a way to grow the marketable audience. By solving two problems with preference management, CMOS can then make more decisions based on facts provided by consumers who see a win for themselves too.
In the following weeks, we’ll continue to roll out videos to
guide you through making the case for preference management. If you haven’t yet
explored our Resource Center, you can download the Making the Case for Preference Management whitepaper here.
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.