Balansen mellan digital marknadsföring och integritet : Hur arbetar ansvariga för marknadsföring och CRM-system med att balansera personaliserad digital marknadsföring med konsumenternas integritet?

Sammanfattning

The digital marketing climate has under the latest years grown to become something companies have had to consider to be somewhat important. The development of digital tools and technologies has led to companies being able to collect, analyze and predict customers’ data and behavioral patterns. This development has created new opportunitiesfor companies to understand their customers, competitors and markets in a different way than previously was not possible. At the same time the importance of customer privacy and integrity has also grown into an important subject for companies to consider when handling personal data. The aim of this thesis is to create an understanding of how companies work with personalized digital marketing and the balance between company intentions and customer privacy. The study examines how individuals responsible for marketing and CRM systems work to balance personalized digital marketing with consumer integrity. The study is based on a qualitative research method consisting of semi-structured interviews with individuals working with marketing and CRM-systems in different industries. In addition, a document analysis of company privacy policies was conducted to compare how companies communicate their handling of customer data. The findings indicate that companies consider customer trust and transparency to be a central aspect when working with customer data and personalized marketing. The study also shows that companies attempt to balance personalization and privacy concerns by limiting intrusive marketing practices, complying with legal requirements such as GDPR, and implementing privacy policies aimed at increasing customer trust. However, the results also demonstrate challenges regarding how clearly companies communicate their handling of personal data and how consumers perceive personalized marketing.