Safeguarding Privacy: Ethical Considerations in Data-Driven Marketing

Abstract

The management of consumer privacy has become a critical concern for organizations in the age of artificial intelligence–powered marketing. The impact of data on the market environment has brought both benefits and challenges, with marketers gaining valuable insights but also raising privacy concerns. As artificial intelligence–powered marketing advances, consumer vulnerability increases due to the sensitivity of collected data. This vulnerability leads some consumers to resort to falsifying information, posing a significant threat to the digital economy. Privacy empowerment and customer control play a vital role in addressing these challenges. This chapter explores the influencing factors and ethical considerations surrounding data falsification. It also discusses strategies to mitigate perceived vulnerability through privacy controls and explores the consequences of data breaches and customer vulnerability. The chapter further emphasizes the need for organizations to balance benefits, risks, and customer trust while harnessing the value of customer data. An ethical framework for data privacy marketing audits is proposed to help organizations assess their data practices responsibly and competitively. By integrating personal data protection strategies within an ethical framework, organizations can protect consumer privacy, enhance customer trust, and maintain their competitive edge in the market.

Citation

Deslée, A. and Cloarec, J. (2024), "Safeguarding Privacy: Ethical Considerations in Data-Driven Marketing", Matosas-López, L. (Ed.) The Impact of Digitalization on Current Marketing Strategies (Marketing & Technology: New Horizons and Challenges), Emerald Publishing Limited, Leeds, pp. 147-161. https://doi.org/10.1108/978-1-83753-686-320241009