Abstract
Companies require information about customers to understand them, know their preferences, and develop relationships with them. Companies employ a number of direct and digital marketing channels to collect information and intelligence about customers. Marketers adopt a number of unfair practices for collecting information through direct and digital marketing and this raises concerns about consumer privacy. The article discusses the various aspects of consumer privacy and the need for protecting consumer privacy. The article further focuses on the various regulations enforced by regulatory bodies and governments of countries to protect customers. Various initiatives taken by companies to protect customers are discussed. Direct and digital marketing channels allow companies to collect information and intelligence about customers and to influence them. However, companies should be sensitive to customer concerns. This will help companies in building long-term customer relationships.
Highlights
Companies require collecting information and intelligence about customers for analyzing, understanding their requirements and preferences, and targeting them (Stone & Jacobs, 2007)
Marketers adopt a number of unfair practices for collecting information through direct and digital marketing and this raises concerns about consumer privacy
The paper focused on privacy of consumers – concerns of consumers with respect to privacy and security in the digital age, invasion of consumer privacy and protection of consumer privacy
Summary
Companies require collecting information and intelligence about customers for analyzing, understanding their requirements and preferences, and targeting them (Stone & Jacobs, 2007). Digital marketers must deal with internet and mobile security issues (Martin & Murphy, 2017) It is the responsibility of both marketers and customers to guard against irritating and harmful effects of direct and digital marketing practices (Singer, 2012). Consumers are active on the social media, browse through company websites, do much of their shopping online, and access the internet on their mobile phones Because of all these reasons, the topic is of relevance in the digital age. Individuals receive e-mails from banks, credit card companies, and other financial institutions stating that their personal information has been compromised and they need to update their information immediately to keep their accounts safe and secured They are requested to share information like usernames, passwords, and perhaps even their Social Security Number (Martin & Murphy, 2017). Scams damage the confidence of individuals in web, e-mail, and other digital transactions (Sullivan, 2010)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
