engleski

From Anonymity to Personalization and Ethical Issues of Digital Marketing

Increasing digitization and the use of various tools and applications leads companies to target their consumers and direct their marketing communication to a defined consumer profile. Compared to traditional marketing, digital marketing achieves communication and marketing of information to consumers through different channels. Digital personalized marketing, which is adapted to each customer based on data collected about him, is increasingly being used. Due to the content personalization, each user has a unique experience with a specific product or service, which can result in a large increase in the company's digital strategy and increase in sales. The aim of this paper is to evaluate the effectiveness of digital personalized marketing and the ethical use of personal data. The conducted survey aimed to determine the respondents’ attitudes about personal data sharing on the Internet and their impact on the risk perception, as well as the respondents’ attitudes on personalized advertising on the Internet. The results indicate the respondents' awareness of the risk of sharing personal data on the Internet and their skepticism when viewing personalized advertisements.

digital personalized marketing ; personal data use ; risk

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