August 23, 2022
Privacy-Driven Marketing Best Practices
5 Min Read
In OneTrust’s six years in the industry, we’ve observed the privacy landscape undergo a transformation from compliance to trust management. At the core of this evolution is where consent and preference management intersect with privacy and customer experience.
At this point in time, organizations are striving to deliver targeted, personalized experiences under the constraints of international privacy laws. As new regulations emerge worldwide, it will be critical to build trust with customers — because trust forms the backbone of the value exchange between customers and businesses.
Multiple independent reports indicate that consumers are more willing to share their data with brands they trust. And amid rising threats to consumer trust, from increasing rates of data breaches to data mishandling incidents, establishing trust has become a compelling competitive advantage.
Let’s examine this relationship between preference management, trust, and business processes more closely — namely, marketing technology (martech) and other platforms that activate data.
Marketing and compliance
Marketers strive to maximize the lifetime value of customer relationships by building strong brand and product affinities. So much of this work involves capturing data, activating it, and using it to create impactful customer experiences. It’s up to marketers to create and maintain a significant number of touchpoints for data collection and activation for use across departments.
These touchpoints often involve complex enterprise arrangements, such as joint marketing and third-party services that hinge on data sharing. And the compliance implications for these partnerships are growing increasingly fragmented and elaborate. Teams must strike a balance between delivering on consumer expectations while remaining in line with their legal obligations.
This is a difficult line to walk. There are often several moving parts, including different technology stacks employed across teams that leverage data originating from marketing touchpoints. And every team may have different (and sometimes outdated) views on appropriate and compliant uses of data — which presents new risks in today’s climate.
The shift beyond compliance and into trust can’t just be something that marketing tackles on its own.
Marketing and trust
The first step is establishing internal policies that comply with regulations, standards, and frameworks. While that work sits with privacy and governance teams, it’s up to the marketing team to consider the rules set forth and how best to implement them.
The second step is to examine how to navigate these data policies to drive value for your customers. That will come down to building a marketable database that enables trusted data activation and personalization.
A holistic consent and preference management program makes it possible by creating a system that handles data collection, maintenance, and activation for the complete customer lifecycle.
Use consent and preference management to build trust
Transparency in the data collection process sets your marketing team up for success from the start. Provide the correct disclosures and controls to customers upon their first interaction with your business.
Create cohesive customer journeys
Creating a cohesive journey will allow you to extract greater value from customer data and make yourself more valuable to the end user.
Consider the various pathways in which customers interact with your company. It could begin on your website, where they interact with a simple cookie banner. If that customer agrees to data collection and processing, you should be able to leverage it in subsequent touchpoints.
Perhaps that means subscribing them to a targeted newsletter. Or, if they log into your mobile app, the home screen can display the most relevant products based on their preferences.
Achieving this requires flexible systems that pull from a single source of truth for data activation.
Developing customer personas creates containers through which marketing teams can execute targeted, cohesive customer journeys. The factors weighing into a persona should consider demographics, customer product preferences, their preferred communication frequency and channel, and engagement levels.
These data points can accrue through multiple interactions over a span of time. The key is implementing a system that will holistically and effectively collect, store, and activate customers’ personal information across the various platforms where you leverage data.
Honor consent choices by activating them across the customer experience
Personalization demonstrates the value of data sharing to customers. You can establish a fundamental basis of trust by showing users you’re paying attention when they set a preference.
If you’ve been transparent about what consent means to the consumer, they will expect personalized experiences from you. To them, their interactions start and end with your brand, no matter what technology takes part in enabling them.
That’s why integrations between your single source of truth database and martech services are so critical. You must leverage these integrations to honor customers’ choices and activate their preferences seamlessly across devices and channels.
Keep customer consent and preference selections up-to-date
Remind customers of their consent and preference selections on a regular cadence. Not only is this a good practice for compliance reasons, but it should also help marketing and other business teams enjoy stronger outcomes by working with a highly-engaged database.
Discover OneTrust Consent and Preference Management
OneTrust can help your team create unified experiences that delight customers and establish trust.
Meet OneTrust Consent and Preference Management — which is so much more than a cookie banner. We make it easy to capture, centralize, govern, and activate consent, preferences, and first-party data across teams, martech platforms, and other applications — all while positioning trust and transparency at the forefront.
Learn how you can level up your marketing team’s capabilities with our upcoming fireside chat with OneTrust’s Dan Silmore, VP of Digital Marketing, Paul Wilson, VP of Marketing Operations and Technology, and Jamie Molnar, Director of Product Marketing and Strategy.