From Consent to Control: Empowering Users in Data-Driven Marketing

Over the past decade, the world of digital marketing has evolved dramatically. Companies now collect vast amounts of user data to offer personalised experiences. While consent has been the foundation of data collection practices, today’s consumers expect more than just a checkbox. They want control over their personal data — including how it is collected, used, and stored.

This shift marks a new standard for marketers: moving from simply obtaining permission to giving users meaningful control over their data. In this article, we’ll explore why this shift matters, what it looks like in practice, and how businesses can respond effectively.

Why Consent Is No Longer Enough

Historically, consent was viewed as a single moment — users clicked “I agree” to a privacy policy and data collection began. But studies reveal that most users do not understand what they are agreeing to.

The Norwegian Consumer Council (2021) reported that consent forms are often written in complex legal language that people don’t read or understand. This leads to uninformed consent, which defeats the purpose of user empowerment.

Further, Cisco’s (2022) Consumer Privacy Survey found that:

• 76% of users believe it’s too hard to understand how companies use their data, and
  
• 81% say how companies handle data reflects how they treat their customers.
  

These findings show that transparency and clarity are essential — and that real user control is a growing expectation.

From Passive to Active Participation

The shift from consent to control gives consumers more power and participation in their digital experience. Key data rights established by global privacy laws include:

• Right to Access: Users can see what personal data is being held
  
• Right to Rectification: Errors in personal data can be corrected
  
• Right to Erasure: Users can request deletion of their data
  
• Right to Restrict Processing: Users can limit how their data is used
  
• Right to Data Portability: Data can be transferred to another provider
  

These rights are enforced by major laws such as:

• GDPR (EU)
  
• CCPA/CPRA (California, USA)
  
• PIPEDA (Canada)
  
• PDPA (Singapore)
  

This legal framework not only protects consumers, but also pushes companies to rethink how they collect and manage data.

Why Empowering Users Builds Trust

Putting users in control is more than compliance — it’s a trust-building strategy. Deloitte (2022) found that:

• 73% of consumers are more likely to trust companies that are transparent about their data practices.
  
• 57% are willing to share personal data in exchange for a better experience — if they trust the brand.
  

Moreover, Salesforce (2023) reported that 88% of customers believe trust becomes more important during change or uncertainty, and 62% say they will stop buying from brands they do not trust.

In short, empowering users with data control increases both loyalty and engagement.

Best Practices: Turning Consent into Control

To stay ahead, marketers must shift from static consent to dynamic control. Below are five essential strategies.

1. Go Beyond the Checkbox

Avoid treating consent as a one-time event. Offer layered choices, such as:

• Selecting the types of emails to receive
  
• Setting preferences for ad targeting
  
• Adjusting notification frequency
  

Example: HubSpot’s email subscription page allows users to fine-tune their communication preferences, not just opt in or out.

2. Provide a User Data Dashboard

Let users easily:

• Access personal data
  
• Download account activity
  
• Update or delete personal information
  

These tools are common among major platforms. For example, Facebook and Google allow users to view and download their data through their account settings.

3. Offer Real-Time Privacy Controls

Users should be able to change their privacy settings at any time — not just during sign-up.

Modern tools like OneTrust and Usercentrics enable brands to:

• Manage user preferences dynamically
  
• Sync consent settings across platforms
  
• Show contextual privacy messages
  

4. Communicate Clearly and Simply

Avoid legal jargon. Use simple, human-readable explanations like:

• “We track your browsing to show you more relevant ads.”
  
• “We use your location to suggest nearby stores.”
  

Plain language builds trust. Tools like PrivacyPolicies.com or TermsFeed can help generate easy-to-understand policies.

5. Respect User Requests Promptly

Be responsive to data requests, such as:

• Data deletions (Right to Erasure)
  
• Data export (Right to Portability)
  
• Consent withdrawal (Right to Restrict Processing)
  

Ignoring these requests not only damages trust but may also result in legal penalties. For instance, in 2023, TikTok was fined €345 million for violating children’s data privacy and failing to provide proper data controls (European Data Protection Board, 2023).

Tools That Support User Control

Here’s a list of tools that help automate and scale user data control processes:

These tools help ensure compliance and deliver a smooth, transparent user experience.

Real-World Examples of Empowerment

Apple: App Tracking Transparency

Apple’s iOS 14 update introduced App Tracking Transparency (ATT), requiring apps to ask for permission before tracking users. This simple, clear pop-up gives users direct control over cross-app tracking, setting a new industry standard (Apple, 2021).

Mozilla: Built-In Data Control

Mozilla Firefox comes with Enhanced Tracking Protection and an easy-to-use privacy dashboard. Users can adjust tracking, manage cookies, and see blocked trackers — all in one place.

Spotify: User Data Dashboard

Spotify offers a clear dashboard where users can:

• View and download listening history
  
• Manage marketing preferences
  
• Adjust personalisation settings
  

This approach balances personalisation and privacy, while giving users confidence in the platform.

Avoiding the Pitfalls: What Not to Do

Some common mistakes include:

• Using dark patterns to trick users into accepting tracking
  
• Bundling services with mandatory data collection
  
• Delaying or ignoring data deletion requests
  

Such practices not only erode trust, but also increase the risk of penalties under laws like GDPR and CCPA.

The Competitive Advantage of Trust

Empowering users is not just about privacy — it creates a competitive edge.

According to McKinsey (2023), companies that offer consent-based personalisation see up to 20% higher customer satisfaction and stronger retention compared to those using generic strategies.

Respectful data practices also reduce data silos, enhance data quality, and support better targeting.

More Read

The Role of Purpose-Driven Marketing in Community Building

Building Trust with Transparent Data Practices

The Future of Cookieless Marketing: Privacy-Safe Data Strategies

Balancing Personalisation with Privacy: Where is the Line?

Choice-Driven Marketing: How Giving Power to Customers Boosts Growth

References

Apple. (2021). A day in the life of your data. https://www.apple.com/privacy/docs/A_Day_in_the_Life_of_Your_Data.pdf

Cisco. (2022). 2022 Consumer Privacy Survey. https://www.cisco.com/c/en/us/about/trust-center/cybersecurity-series.html

Deloitte. (2022). Privacy is good for business. https://www2.deloitte.com/global/en/pages/about-deloitte/articles/privacy-good-for-business.html

European Data Protection Board. (2023). TikTok fined €345 million for breaking GDPR. https://edpb.europa.eu/news/news/2023/tiktok-fined-345-million-eu-data-protection-breach_en

McKinsey & Company. (2023). Next in personalization 2023. https://www.mckinsey.com/business-functions/growth-marketing-and-sales/our-insights/next-in-personalization-2023

Norwegian Consumer Council. (2021). Deceived by Design: How tech companies use dark patterns to discourage us from exercising our rights. https://www.forbrukerradet.no/undersokelse/no-undersokelsekategori/deceived-by-design/

Salesforce. (2023). State of the Connected Customer: 5th Edition. https://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/