There’s a shift in consumer expectations. Personal data is appearing in all aspects of a customer’s journey, from learning about a brand to receiving targeted messaging and relevant discounts to taking their first action. As a result, the desire to engage only with brands that respect and protect consumer data is growing. In fact, 70% of customers say trusting a brand is more important now than before.

Along with the Data and Marketing Association (DMA), surveyed marketers to explore the current state of consent and preference management and the value it can provide to organizations. In this short guide, we break down the key insights of the survey as well as industry trends and best practices. You’ll learn how to build a marketing strategy that delivers on customer expectations while maintaining compliance with global privacy laws.