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Digital Marketing : Assignment Solved

   

Added on  2021-04-21

12 Pages3100 Words48 Views
Marketing
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Running head: DIGITAL MARKETINGDigital MarketingName of the studentUniversity nameAuthor’s note
Digital Marketing : Assignment Solved_1

1DIGITAL MARKETINGTable of ContentsIntroduction................................................................................................................................2GDPR in digital marketing.........................................................................................................2Challenges in digital marketing.................................................................................................4Addressing the issues in digital marketing.................................................................................6Effect of implementation of GDPR in digital marketing...........................................................7Conclusion..................................................................................................................................8References..................................................................................................................................9
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2DIGITAL MARKETINGIntroduction The current century is dominated by digital marketing where the social media andonline search engines are optimized for the achieving maximum sales of products andcommodities. The social media is an effective marketing channel as it helps in reaching outto a wide section of audiences at the same time. Additionally, the parameters such as searchengine optimization (SEO) helps in managing the web traffic effectively and redirecting theaudiences to the right pages. With increase in the rate of online shopping more number ofpeople is resorting to online web pages for collecting information about products and servicesbefore they make the actual collection. Digital marketing has allowed people to shop effectively without actually feeling theneed to physically visit the market place. It helps in saving time at the same time featuressuch as pay-per-click (PPC) can helps in generating huge amount of profit from the sale ofthe products. The PPC options are displayed at the top or the side of a Search engine resultspage (SERP). The current study focuses upon the different aspects of using GDPR in digitalmarketing. As per the new directives of the GDPR the online sellers need to store thecustomer consent forms and even have to produce it, when requested to do so by theInformation commissioner’s office (ICO)GDPR in digital marketing With rise in the rate of digital marketing a new concern has emerged globally which isthe General Data Protection Regulation (GDPR). As more and more people are using theweb services for collecting information and making purchases they disseminate a lot ofconfidential or private information. Confidentiality concerns and gaps in data protection canhinder the progress of the web and media marketing. Additionally, violating the
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3DIGITAL MARKETINGconfidentiality breaches may invite legal action against the websites or the companies. Hence,it is more important to stay safe online as online thefts via phishing activities can stealconfidential details of the client such as credit card details, which can be used by insurancecompanies to force you for making policies.The EU General Data Protection regulation (GDPR) seeks to bring privacy and datalaws up-to speed suiting with the age of digitisation. The GDPR regulations consist of eightcore principles which focus upon the individual rights of web services users. Some of theseare –Right to be informed, right of access, right to rectification, right to erasure, right torestrict processing, right to data portability, right to object, rights related to automateddecision making. The right to object and the right to erasure are two of the very importantacts in this regard. As commented by Karjaluotoet al. (2015), the right to object allows thecustomer to restrict or prevent the online sites from directly using their personal informationfor marketing and promotion. The right to erasure (right to be forgotten) allows a customer todelete important details which they feel can challenge their safety.E-mail marketing is a very important feature of GDPR where the online sellers needto ensure that they do not send mail to a customer until and unless they have provided theirdue consent into receiving it. It also needs to be ensured that the product applies privacy bydesigns which help in implementing the data protection safeguards in the early stages ofdevelopment.The implication of GDPR on digital marketing can be elaborated over here. Ascommented by Jarvinen and Karjaluoto (2015), the personal information sharing using GDPRis still a grey area and needs sufficient research and analysis. In the lack of clear directivesinformation sharing becomes rather confusing. Under the implementation of the new GDPRdirectives there is a strict penalty imposed on violating the confidentiality norms. A fine of
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