Analysis of digital eavesdropping in targeted marketing

Abstract

As data and information have become more accessible than ever in today’s digital era, this has brought many opportunities for businesses to understand the customers. While marketers have started focusing on sophisticated data collection methods to gain user-level data for hyper-targeted advertising, there has also been a growing concern about consumers' privacy and government data security. Following are the main objectives of this study: 1. Studying various methods used by businesses to collect and process digital data 2. Digital eavesdropping: how it is done? What tools are being used for this purpose? 3. Business implications of digital eavesdropping and how it is helping businesses in targeted advertising 4. Privacy concerns for users and its possible negative impact on businesses 5. Current regulations for data privacy