Due to its sophisticated targeting capabilities, digital advertising has changed traditional advertising. However user data is necessary for effective targeting to be possible. There are ethical issues with this circumstance. The thin line separating an organization’s communication goals from its users’ data privacy is occasionally crossed. States, international organizations, and advertising platforms establish tight standards to achieve this balance. We are taking a close look at this very sensitive issue.
Data Is the Most Vital Asset
We don’t even need to discuss the importance of data. In the early days of the Internet, brands were conscious of this value, but today’s consumers are aware of the importance of the data they provide. Customers experienced a sense of being “followed” as a result of some scandals that surfaced as a result of brands’ illimitable usage of user data. Because of this, most customers are reluctant to give their data to marketers for free.
We must first accept that people are the owners of their own data. As with whatever they own, consumers are free not to share their data with brands.
The Thin Line
The greatest benefit of digital advertising for businesses is its excellent targeting capabilities. Without data, it is impossible to use this power. But using data excessively might sometimes be harmful.
Brands must first be open and honest about how they gather and use customer data. Even when there is no malice intended, transparent methods can elicit a response from the consumer.
The target audience may become enraged if you overtarget them. Who wouldn’t get tired of seeing the same ad over and over again?
How to Collect Data Without Boring Anyone?
Perhaps the most significant question is this one. It is difficult to claim that this question has a definite answer.
But a smart place to start is by understanding that data is a consumer’s asset. In this transaction, just like in any other, you must give the customer something.
The brand and its intended audience will determine what that value will be. The value here might be content or individualized discounts. This value should be equally valuable to the consumer as it is to the brand.
Digital media purchasing ethics is a highly complicated topic. This problem can be resolved, though. Being well-intentioned, complying with regulations and empathizing with the consumer is enough to overcome this problem.