Hype Cycle™ Outlines Trends for Consent and Preference Management
Gartner® Hype Cycle™ for Digital Marketing, 2023
In the ever-evolving digital marketing landscape, marketers are challenged to achieve more with less. As channel options and privacy regulations expand, investing in customer preferences and consent grows essential.
Consent & Preference Management Platforms (CPMPs) collect, centralize, and synchronize that data across repositories, vital for maintaining compliance and building trust with digital visitors.
A few of our key takeaways:
Prioritize consent management initiatives as a critical initiative.
Offer consistent, easy access to preference settings that can be viewed and changed on demand.
Compare CPMP platforms against privacy needs and internal costs.
Take a modular approach to adoption and avoid excessively broad project scopes.
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