Privacy-Led Marketing (PLM) requires asking people what they want to share, respecting those choices, and offering something valuable in return. PLM contrasts with intrusive, targeted ads that erode trust despite short-term effectiveness. Consent and preference management form the core of PLM and guide which data should be collected and used. Privacy-respecting martech tools support compliance and customer-centric personalization. Aligning marketing strategy with customer expectations strengthens long-term trust, improves performance, and drives sustainable growth rather than chasing short-term clicks.
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."
Collection
[
|
...
]