Digital technologies are more popular and important in almost every sector of industry where the companies move forward for social selling and digital marketing. The digital technologies offer the organizations substantial advantages to customers such as greater access to information and convenience which also creates difficulties for the organizations in the marketing processes such as loss of transparency and privacy, social exclusion, issues related to trademark, patent, and copyright. In digital marketing, the informing content, remote web-mails, sharing of pictures, videos, recordings and even conference calls from phones, specialized gadgets with amplifiers and cameras influence the lives of connected applicants which may be based on administrative issues and data protection worries. There are numerous difficulties to apply the laws in customary routes to widen lawful control over global marketing activities due to worldwide usage of the internet.
Digital marketing deals with the promotion of brands and selling of products or services using the internet, other methods of digital communication, and by using online marketing tactics such as emails and social networking websites. Digital marketing helps organizations to approach the customers in less time which is relevant and cost-effective for the companies. Also, consumers get the advantage of easy access to information which they demand but many times digital marketing affects ethics or moral values in bad ways using this advanced information technology.
Ethical Issues in Digital Marketing
The following ethical dilemmas generate condemn issues for business enterprises as well as for receivers-
Web Tracking- The companies track the userâ€™s movements, collect and share information about their activities on the internet through software related to tracking, which is unethical to some extent.
Even, digital marketing companies misuse the user data from cookies which reveal more information about the user. This internet or web tracking gives companies a complete understanding of userâ€™s choices, strengths, weaknesses, preferences and they can easily personalize their content according to their needs.
Social exclusion- Social exclusion relates to individuals who cannot afford digital devices such as broadband connections or smartphones.
In this competitive marketing environment, every digital marketing organization whether it is labor-oriented or not needs basic IT skills and adequate knowledge of digital devices but individuals without technical knowledge are unable to take advantage of job opportunities. This will create ethical issues such as the uneven distribution of employment opportunities.
Digital divide- Digital marketing is easy to execute and strategize in the developed countries as compare to underdeveloped countries. Expansion and advancement in methods of communication make the internet technology more accessible to people around the world but there is a gap between demographics and regions of developing and developed countries to access this technology which creates ethical problems because it causes the social and economic development of underdeveloped nations that, do not have access to this advanced technology.
These countries also lag behind in terms of quality or standard of life because digital marketing is less preferable in those nations.
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