You’re catching up with a friend and they’re telling you all about their recent holiday. Later that evening, your phone lights up with ads for cheap flights, hotel discount codes and last minute package holiday deals, from brands you’ve never even heard of. These creepy marketing tactics might work short-term, but in the long run they’re burning trust.
Privacy-Led Marketing (PLM) is the opposite of that. It’s asking people what they actually want to share, respecting their choices and giving them something they consider valuable in return. It’s the foundation for building trust and boosting marketing performance.
“You should only have consented data, otherwise you should have no data,” explains Adelina Peltea, CMO at Usercentrics. “It’s about being respectful to people’s wishes around their data, without intruding. It’s a change in perspective. Understanding and aligning your strategy to what your customers want and expect builds trust and growth - not just short-term clicks.”
From consent and preference management to privacy-respecting martech tools, Peltea breaks down what PLM is, why it matters and how marketers can adapt for a world where data privacy is the new driver for growth.
Watch the full explainer video on Privacy-Led Marketing for Drummies above.
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Usercentrics
Usercentrics is a global leader in privacy technologies, helping brands build trust and drive sustainable growth by placing user privacy, consent, and preferences...