Digital marketing system

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A digital marketing system (DMS) is a method of centralized channel distribution used primarily by SaaS (Software as a service) products. It combines a content management system (CMS) with data centralization and syndication across the web, mobile, scannable surface, and social channels.

Contents

Web

A digital marketing system (DMS) publishes to web channels, usually in the form of a stand-alone website. It can manage any part of the web process, including web design, web hosting, domain registering, marketing, content creation and other standard methods of web promotion. The goal of web publication is to give the user a digital 'home' on the web, where clients, guests, fans and other web browsers arrive as a destination. Other methods of digital marketing often work to drive traffic to the web channel.

An example of a SaaS DMS services is HubSpot.

A DMS publishes to popular social channels, including Facebook, Twitter and Instagram in orer to drive traffic to the user's website. The publication can be in the form of text, images, or videos.

Privacy issues

Digital marketing is considered a challenge to privacy [1] because consumers' information is searched, collected, and used in digital marketing without consumers' awareness. [2] The privacy of customers is important because it is related to customers' perceived value, satisfaction, loyalty, [3] their trust in a company, and the performance of a company. [4]

Types of information

Basic information：

In the traditional sense, private information mainly includes gender, age, educational background, marital status and other basic information. [5]

In the network society, private information also includes personalized digital information such as account passwords. [6]

Activity information：

Private information refers to browsing history, purchasing records, location, social activities and so on [5]

Illegal use of information

At present, the discussion on the consequences of privacy issues caused by digital marketing technology is increasingly focused on the possibility of illegal use of information. [7] The information of consumers may become commodities, which will be exchanged or traded without the consumer's awareness and authorization. [8]

The consumers' information is mainly exchanged or transacted in two forms. One is that the related merchants share those data. The other is that those data are sold by certain recommenders to a third party. [5] For example, the data that can identify the financial status of consumers is very attractive to credit agencies. All of these above increases the risk of consumer privacy.

Customer attitude

Some customers tend to choose the latter between a right to privacy and other favourable conditions. Pieces of evidence show that some customers are willing to allow merchants to use their personal information if they can have something to gain in return, even just small rewards, even though they do worry about their privacy may be invaded. [9] In addition, digital marketing provide convenience to people. [2] In the minds of some customers, this convenience is more important than their privacy, especially for teens. [10] Nevertheless, most people are very concerned about whether their privacy is protected. [2]

Supervision and administration

Permission marketing is a system where consumers can grant licenses only to a few merchants which are chosen from a large number of merchants. [7] Merchants can also post privacy logs to promote transparency and accountability. [11]

The General Data Protection Regulation (GDPR) is an example which meets the above requirements. It stipulates that merchants can collect customers' information only for specific, clear and legitimate purposes and deal with them only in a fair, transparent, and legal manner and merchants must protect this data. [12] Customers should be informed that how will their data be used, what will be the effects and other relevant information in a concise, easy-to-understand and freeway so that they can determine whether it is necessary to grant authorization or not. [13] Except the right to be informed, the GDPR also provide customers with seven other rights such as the right of access, the right to erasure, the right to restrict processing, the right to object and establishes corresponding accountability system. [14]

Related Research Articles

Consumer privacy is information privacy as it relates to the consumers of products and services.

Personalized marketing, also known as one-to-one marketing or individual marketing, is a marketing strategy by which companies leverage data analysis and digital technology to deliver individualized messages and product offerings to current or prospective customers. Advancements in data collection methods, analytics, digital electronics, and digital economics, have enabled marketers to deploy more effective real-time and prolonged customer experience personalization tactics.

<span class="mw-page-title-main">Data Protection Act 1998</span> United Kingdom legislation

The Data Protection Act 1998 (DPA) was an Act of Parliament of the United Kingdom designed to protect personal data stored on computers or in an organised paper filing system. It enacted provisions from the European Union (EU) Data Protection Directive 1995 on the protection, processing, and movement of data.

<span class="mw-page-title-main">Information Commissioner's Office</span> Non-departmental public body

The Information Commissioner's Office (ICO) is a non-departmental public body which reports directly to the Parliament of the United Kingdom and is sponsored by the Department for Science, Innovation and Technology. It is the independent regulatory office dealing with the Data Protection Act 2018 and the General Data Protection Regulation, the Privacy and Electronic Communications Regulations 2003 across the UK; and the Freedom of Information Act 2000 and the Environmental Information Regulations 2004 in England, Wales and Northern Ireland and, to a limited extent, in Scotland. When they audit an organisation they use Symbiant's audit software.

<span class="mw-page-title-main">Online shopping</span> Form of electronic commerce

Online shopping is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the Internet using a web browser or a mobile app. Consumers find a product of interest by visiting the website of the retailer directly or by searching among alternative vendors using a shopping search engine, which displays the same product's availability and pricing at different e-retailers. As of 2020, customers can shop online using a range of different computers and devices, including desktop computers, laptops, tablet computers and smartphones.

A privacy policy is a statement or legal document that discloses some or all of the ways a party gathers, uses, discloses, and manages a customer or client's data. Personal information can be anything that can be used to identify an individual, not limited to the person's name, address, date of birth, marital status, contact information, ID issue, and expiry date, financial records, credit information, medical history, where one travels, and intentions to acquire goods and services. In the case of a business, it is often a statement that declares a party's policy on how it collects, stores, and releases personal information it collects. It informs the client what specific information is collected, and whether it is kept confidential, shared with partners, or sold to other firms or enterprises. Privacy policies typically represent a broader, more generalized treatment, as opposed to data use statements, which tend to be more detailed and specific.

Personal data, also known as personal information or personally identifiable information (PII), is any information related to an identifiable person.

Information privacy, data privacy or data protection laws provide a legal framework on how to obtain, use and store data of natural persons. The various laws around the world describe the rights of natural persons to control who is using its data. This includes usually the right to get details on which data is stored, for what purpose and to request the deletion in case the purpose is not given anymore.

Privacy law is a set of regulations that govern the collection, storage, and utilization of personal information from healthcare, governments, companies, public or private entities, or individuals.

<span class="mw-page-title-main">Digital marketing</span> Marketing of products or services using digital technologies or digital tools

Digital marketing is the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and services. It has significantly transformed the way brands and businesses utilize technology for marketing since the 1990s and 2000s. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly used digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones, callbacks, and on-hold mobile ringtones. The extension to non-Internet channels differentiates digital marketing from online marketing.

ePrivacy Directive

Privacy and Electronic Communications Directive2002/58/EC on Privacy and Electronic Communications, otherwise known as ePrivacy Directive (ePD), is an EU directive on data protection and privacy in the digital age. It presents a continuation of earlier efforts, most directly the Data Protection Directive. It deals with the regulation of a number of important issues such as confidentiality of information, treatment of traffic data, spam and cookies. This Directive has been amended by Directive 2009/136, which introduces several changes, especially in what concerns cookies, that are now subject to prior consent.

Security breach notification laws or data breach notification laws are laws that require individuals or entities affected by a data breach, unauthorized access to data, to notify their customers and other parties about the breach, as well as take specific steps to remedy the situation based on state legislature. Data breach notification laws have two main goals. The first goal is to allow individuals a chance to mitigate risks against data breaches. The second goal is to promote company incentive to strengthen data security.Together, these goals work to minimize consumer harm from data breaches, including impersonation, fraud, and identity theft.

Data portability is a concept to protect users from having their data stored in "silos" or "walled gardens" that are incompatible with one another, i.e. closed platforms, thus subjecting them to vendor lock-in and making the creation of data backups or moving accounts between services difficult.

<span class="mw-page-title-main">Targeted advertising</span> Form of advertising

Targeted advertising is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting.

Web tracking is the practice by which operators of websites and third parties collect, store and share information about visitors' activities on the World Wide Web. Analysis of a user's behaviour may be used to provide content that enables the operator to infer their preferences and may be of interest to various parties, such as advertisers. Web tracking can be part of visitor management.

Privacy by design is an approach to systems engineering initially developed by Ann Cavoukian and formalized in a joint report on privacy-enhancing technologies by a joint team of the Information and Privacy Commissioner of Ontario (Canada), the Dutch Data Protection Authority, and the Netherlands Organisation for Applied Scientific Research in 1995. The privacy by design framework was published in 2009 and adopted by the International Assembly of Privacy Commissioners and Data Protection Authorities in 2010. Privacy by design calls for privacy to be taken into account throughout the whole engineering process. The concept is an example of value sensitive design, i.e., taking human values into account in a well-defined manner throughout the process.

<span class="mw-page-title-main">General Data Protection Regulation</span> EU regulation on the processing of personal data

The General Data Protection Regulation, abbreviated GDPR, or French RGPD is a European Union regulation on information privacy in the European Union (EU) and the European Economic Area (EEA). The GDPR is an important component of EU privacy law and human rights law, in particular Article 8(1) of the Charter of Fundamental Rights of the European Union. It also governs the transfer of personal data outside the EU and EEA. The GDPR's goals are to enhance individuals' control and rights over their personal information and to simplify the regulations for international business. It supersedes the Data Protection Directive 95/46/EC and, among other things, simplifies the terminology.

Marketing automation refers to software platforms and technologies designed for marketing departments and organizations automate repetitive tasks and consolidate multi-channel interactions, tracking and web analytics, lead scoring, campaign management and reporting into one system. It often integrates with customer relationship management (CRM) and customer data platform (CDP) software.

<span class="mw-page-title-main">Dark pattern</span> Deceptive user interface designs

A dark pattern is "a user interface that has been carefully crafted to trick users into doing things, such as buying overpriced insurance with their purchase or signing up for recurring bills". User experience designer Harry Brignull coined the neologism on 28 July 2010 with the registration of darkpatterns.org, a "pattern library with the specific goal of naming and shaming deceptive user interfaces". In 2023 he released the book Deceptive Patterns.

<span class="mw-page-title-main">California Privacy Rights Act</span> Privacy and data protection law in California, U.S.

The California Privacy Rights Act of 2020 (CPRA), also known as Proposition 24, is a California ballot proposition that was approved by a majority of voters after appearing on the ballot for the general election on November 3, 2020. This proposition expands California's consumer privacy law and builds upon the California Consumer Privacy Act (CCPA) of 2018, which established a foundation for consumer privacy regulations.

References

  1. ↑ Weber, R (2015). "The digital future – A challenge for privacy?". Computer Law & Security Review. 31 (2): 234–242. doi:10.1016/j.clsr.2015.01.003.
  2. 1 2 3 "Online personal data: the consumer perspective" (PDF). communicationsconsumerpanel.org.uk.
  3. ↑ Leppäniemi, M.; Karjaluoto, H.; Saarijärvi, H. (2016). "Customer perceived value, satisfaction, and loyalty: the role of willingness to share information". The International Review of Retail, Distribution and Consumer Research. 27 (2): 164–188. doi:10.1080/09593969.2016.1251482. S2CID   168563207.
  4. ↑ Martin, K.; Borah, A.; Palmatier, R. (2017). "Data Privacy: Effects on Customer and Firm Performance". Journal of Marketing. 81: 36–58. doi:10.1509/jm.15.0497. hdl: 10072/337604 . S2CID   168320495.
  5. 1 2 3 Wang, C.; Zheng, Y.; Jiang, J.; Ren, K. (2018). "Toward Privacy-Preserving Personalized Recommendation Services". Engineering. 4 (1): 21–28. Bibcode:2018Engin...4...21W. doi: 10.1016/j.eng.2018.02.005 . S2CID   115584664.
  6. ↑ Mamonov, S.; Benbunan-Fich, R. (2018). "The impact of information security threat awareness on privacy-protective behaviours". Computers in Human Behavior. 83: 32–44. doi:10.1016/j.chb.2018.01.028. S2CID   4160484.
  7. 1 2 Krafft, M.; Arden, C.; Verhoef, P. (2017). "Permission Marketing and Privacy Concerns — Why Do Customers (Not) Grant Permissions?". Journal of Interactive Marketing. 39: 39–54. doi: 10.1016/j.intmar.2017.03.001 . S2CID   20625163.
  8. ↑ Taylor, C. (2004). "Consumer Privacy and the Market for Customer Information" (PDF). The RAND Journal of Economics. 35 (4): 631–650. hdl:10161/2627. JSTOR   1593765. S2CID   18068229. Archived from the original (PDF) on 16 March 2018.
  9. ↑ Kokolakis, S. (2017). "Privacy attitudes and privacy behaviour: A review of current research on the privacy paradox phenomenon". Computers & Security. 64: 122–134. doi:10.1016/j.cose.2015.07.002. S2CID   422308.
  10. ↑ "2017 Consumer Digital Usage and Behavior Study" (PDF). adestra.com.
  11. ↑ Samavi, R.; Consens, M. (2018). "Publishing privacy logs to facilitate transparency and accountability". Journal of Web Semantics. 50: 1–20. doi:10.1016/j.websem.2018.02.001.
  12. ↑ "Principles". ico.org.uk. 21 November 2017.
  13. ↑ "Right to be informed". ico.org.uk. 20 March 2018.
  14. ↑ "Individual rights". ico.org.uk. 20 March 2018.
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