Today, e-commerce has replaced physical stores and marts as the primary business form. Almost everything is within reach online!
Well, this indicates greater growth opportunities as businesses can reach a wider audience. But, there are some challenges too.
Everyone knows that the most crucial thing for business prosperity is gaining user’s trust. And, online experiences have big loopholes in this regard.
Frauds and misuse of personal information are some commonly persisting fears amongst users. So, what’s the solution?
Perhaps, the mere solution to gaining user trust and accelerating your customer base is effective consent management. Read more!
What is Consent Management?
Consent management refers to the collection of user consent from different facing channels and harmonizing into one place. The process gets done using content management platforms (CMP).
To understand this better, here are some terminologies that you should know:
- User Consent
A user refers to an individual who visits your website. When a user grants consent, he agrees that your site can store and use the provided data in whatever way you like.
- Channels
The channels in the context above mean the platforms through which the user grants consent. For example, an e-commerce brand can have a website and a mobile application too. So, it has two channels via which they can collect user consent.
- Content Management Platforms
As consent management is a complex process, companies and brands often use CMP. The Content Management Platforms (CMP) automate the process. They collect and unify the data in no time. There are several feature-rich and easy-to-use CMP available today, such as Ethyca.
The Process
Undoubtedly, a good CMP has a significant impact on your consent management’s quality and overall performance. However, its role remains limited to data collection and organization.
You need to do a few chores beforehand. Completion of these would ensure that your CMP has a good head start for excellent consent management. Below, we have summarized these things:
- Inform users about data collection with details. Tell them what kind of data you would be collecting and why.
- Offer users the choice to say either yes or no. If you prefer, you can also provide the options of changing their decision later. Some websites even allow their users to access data.
- Record all the decisions in a specific format.
Once recorded, a CMP would collect all this data and create a visual representation or a table for you to view.
Why do you need Consent Management?
Hopefully, up till now, all the fundamentals of consent management must be clear to you. So, let’s jump onto why you need it and what’s the importance of consent management!
User Trust
First things first, consent management helps you establish a relationship of trust between you and your customers. By informing them, you would create a good brand reputation too.
Legal Requirements
In several countries, seeking consent for data collection is mandatory in legal terms. You need to comply with legal policies, such as GDPR and CCPA.
Marketing Purposes
Consent management can provide a company with detailed insights about its audience. They can also use the data to market services/products and pitch clients.
