Digital Transformation of Marketing Processes, Customer Privacy, Data Security, and Emerging Challenges in Fostering Sustainable Digital Marketing

Abstract

Marketing is a core business function to communicate the value of a product to its customers. Digital technologies have transformed this business function into digital marketing, which is the core focus of the digital transformation drive of business organizations. Digital marketing relies on modern technologies to reach out to prospective customers, and other stakeholders in the community. However, this technological transformation has brought data security and privacy challenges for organizations as well. In this chapter, the authors have conducted a systematic literature review to understand these challenges and presented a framework for organizations to respond to these challenges in an agile manner. This framework outlined four key enablers and associated strategies to better achieve these enablers to foster a sustainable digital marketing process in business organizations. This framework benefits business organizations and policymakers to improve the digital marketing effectiveness of their organizations to maximize the benefits of digital transformation.