The Privacy Puzzle - Navigating Digital Marketing in an Era of Change

Abstract

As increased privacy concerns are emerging, both industry leaders and regulators are changing the current digital marketing landscape in order to enhance user privacy. In this context, this research aims to answer the research question of how marketing managers handle changes in regulations and industry practices in regard to consumers' privacy online, as well as the impact it has on daily operations. This study investigates the responses of European companies to privacy regulations through qualitative interviews with marketing professionals from eight companies operating in Sweden and Germany. The study found that the organizational responses differ in how to navigate the changing landscape in regard to new privacy initiatives, such as organizational nature, resources, and the ability to effectively implement strategic change management. Additionally, the research emphasizes the importance for companies to leverage first-party data and prioritize customer engagement as a strategic approach to continue to effectively personalize marketing efforts in a privacy-conscious landscape. The research contributes valuable insights for businesses seeking to adapt to the changing digital marketing landscape in regard to privacy, highlighting the need for proactive strategies and effective change management practices. By shedding light on the implications of increased privacy initiatives, this study aims to inform marketing practitioners of best practices on how to navigate in a privacy-conscious environment.