2021 was just as unpredictable as 2020, as a host of new issues challenged marketers. In 2022, marketing professionals will need to remain agile and responsive to challenges, old and new, while attempting to do more with less.
COVID-19 irreversibly changed the way people discover and shop; add to that the compounding forces of the Omicron variant, supply chain disruptions, and fluctuating consumer sentiment to form a complicated puzzle. Retailers looking to capture pent-up demand are adapting by shifting the timing of their marketing campaigns, reducing ad budgets because of supply challenges, moving away from product-specific creative, and embracing a “neutral but hopeful” tone.
However, before marketers even think about pushing send on their next email or text campaigns, they need to make sure they are following best practices in customer communications and consent management regulations.
Why is consent management important?
As a refresher, a consent management platform is a tool that ensures a company’s compliance with relevant communication consent regulations, such as the EU’s General Data Protection Regulation and the Telephone Consumer Protection Act in the U.S. Companies or publishers can use a CMP for collecting consumer consent. It also helps with managing the data and sharing it with text and email service providers. For a website with thousands of daily visitors or a company sending tens of thousands of emails or text messages per month, using a CMP simplifies collecting consents by automating the process. That makes it a more efficient and cost-effective way to stay compliant, and it helps keep lines of communication open.
It’s critically important that marketers work with trusted partners that specialize in consent management solutions, particularly to build and leverage a platform that takes into consideration the legislation of all relevant jurisdictions: the United States, Canada, the EU, and more. Having such a system in place reduces the risk of breaching the data laws of any country or jurisdiction in which your company has prospects and customers. Today’s advanced platforms are built with compliance-by-design, ensuring that as regulations change and evolve, so does a brand’s consent management compliance.
Proper consent management is also important given the evolution away from third-party cookie data use and toward collecting first-party data directly from consumers.