By Mark Lindsay

With the evolving regulatory landscape, there is a shift in the balance of power between companies and consumers, with individuals getting more rights, controls and access than before. Marketers should be prepared to introduce new processes and solutions to ensure data quality is maintained by both parties when the regulation comes into force next year.

Connection to a mobile phone network and the internet is near universal, giving consumers the ability to operate 24/7 and from any location. This is the environment in which we are accustomed to living and which is driving changing behaviour around transactions and interactions.

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Source: The Drum