Personnalisation en marketing digital et équilibre avec la protection de la vie privée des utilisateurs
This study aims to explore the impacts of personalization on customer relationships and satisfaction, while examining challenges associated with data privacy in the realm of digital marketing. To achieve this, a qualitative exploratory approach was employed, involving interviews with experts in digi...
Gespeichert in:
| Hauptverfasser: | , |
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| Format: | Article ou chapitre numérique |
| Sprache: | Français |
| Veröffentlicht: |
2024
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| Schlagworte: | |
| Online Zugang: | Accès Université d'Orléans et IFPM Accès Université d'Orléans et IFPM |
| Zusammenfassung: | This study aims to explore the impacts of personalization on customer relationships and satisfaction, while examining challenges associated with data privacy in the realm of digital marketing. To achieve this, a qualitative exploratory approach was employed, involving interviews with experts in digital marketing. The findings highlight the necessity of embracing emerging technologies while carefully balancing user concerns regarding privacy protection. They also underscore the crucial importance of transparency in data practices and informed user consent. In summary, this study emphasizes the importance of striking a balance between personalization and privacy respect in digital marketing, emphasizing the need for transparent data practices to maintain satisfactory customer relationships. |
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