The Transformation of Data Marketing: How an Ethical Lens on Consumer Data Collection Shapes the Future of Marketing

With a mass of customer data at our fingertips and the ability to use it to individualize promotion strategies, marketing communications, and product offerings, marketing activities are becoming more and more tailored to the individual customer. However, as concerns about online privacy and the handling of personal data take on an ever-increasing significance, marketers must increasingly evaluate and adapt their personalization and data collection methods. As a result, there is an increasing demand to take a critical look at the collection of data for personalization processes from an ethical perspective and to consider implications for further initiatives to maintain consumers’ trust. This research study utilizes a systematic literature review approach to investigate the current state of knowledge on the tradeoff between personalization and customer privacy by synthesizing and integrating extant knowledge. From the results of the present study’s search process, 20 articles were selected and analyzed for this review. Findings emphasize the importance of strengthening consumer relationships by increasing consumer trust, loyalty, confidence, and emotional attachment through specific organizational activities. The adaptation of marketing-related activities can thereby create a competitive advantage for data-collecting companies, as consumer backlash and privacy concerns decrease, and the willingness to disclose data increases. The current research contributes to the field of marketing by reviewing the issue of increasing personalization at the cost of customer privacy and explores how the resulting ethical considerations may affect the future of marketing practices. It thereby serves to help marketeers to implement effective strategies to ensure customer relationships and the resulting willingness to disclose personal data for personalization processes.

EXPRESS: The Future of Marketing Analytics and Public Policy

The purpose of this special issue is to encourage the emerging role of analytics in marketing and public policy research. We draw attention to a multitude of comprehensive data sources and analytical techniques that tackle important public policy and marketing issues. We highlight six key domains that provide fruitful avenues for such pursuit: retail analytics, social media analytics, marketing mix analytics, services including healthcare, nonprofits and politics, and artificial intelligence and robotics. We also offer an overview of the various articles and commentaries that are included in this special issue, and we encourage future research building on the underlying analytics approaches, substantive findings, and theoretical discoveries.

(Re)Gaining Our Voice: Future of Marketing in Australasia

Marketing academia in Australasia is facing unprecedented challenges to ensure the relevance and impact in modern business practices and public policy making. This crisis in identity and professional pressures suggest we must pay significant attention to nurturing the mental, emotional, and social well-being of academics; protecting those most vulnerable; and championing our cause. To be at the forefront of institutional decision-making, the academy must act decisively and proactively. In this commentary, we argue that the future shape of the academy will require collective engagement of academics within the Australasian community, driven by a shared vision with society embedded as the central tenant of universities around which research and education activities are focused. Individual alignment with this vision will be fundamental, facilitated by collaborative ways of working and shared resource investments across universities, businesses, and society. For this future vision to be realized, aligned institutional frameworks (i.e., performance metrics and measurement) need to be developed in a manner that enhances academic well-being going forward.

ARE WE READY FOR NEXT ERA OF TECHNO-DIGITAL MARKETING? – MEASURING EFFECTIVENESS OF EXTENDED REALITY (XR) FOR INTEGRATED MARKETING COMMUNICATION

While old fashioned standalone Integrated Marketing Communication (IMC) tools are trailing their effectiveness, integration of Extended Reality (XR) is a new hope for promising future of marketing. XR is an umbrella term encapsulating Augmented Reality (AR), Virtual Reality (VR) and Mixed Reality (MR). Today XR is ground-breaking new ways to interact with digital content. Techno-Digital advancements in recent time has successfully brought customer from physical store to e-store, from general outdoor or print advertisement to personalized and interest-based communication. XR is bridging a gap between physical and digital world. Present research paper emphasizes on audience’s perception on XR in terms of advantages and threats of XR followed by measuring effectiveness of XR. The main objective of this paper is to study readiness of XR technology for Marketing based on primary data of 500 respondents collected through structured questionnaire. Present study concludes with limitation and further research scope in subject discipline.

E-MARKETING AND ITS IMPLICATION FOR HUMAN CAPITAL IN THE TIME OF CORONA

This study aims to identify the reality of E-marketing, the reality of human capital, and the relationship between e-marketing and human capital. This study has a theoretical mission in which researchers have benefited from the survey method that is based on knowledge of what was said and written of the researchers' opinions regarding the studied topic. This helps to anticipate the future of marketing, and highlight the role of e-marketing and human capital in the field of organization sciences and organizational behavior and their applications in business organizations. As business organizations represent the environment from which ideas were originated and generated, and through which theories and intellectual models emerged. This helped create the appropriate climate and knowledge base for organizations to rely on, in an environment dominated by competition challenges and speed of change.

Exploring Antecedents to Adopt Mobile Augmented Reality Applications

The concept of augmented reality (AR) is a topic of increasing importance for the future of marketing. Research, especially on AR in mobile devices, is still in its infancy; therefore, this study explored the user motivations to employ mobile augmented reality applications against the hindrance of perceived risks and tried to understand user acceptance and willingness to use this technology and possible marketing-related outcomes. In-depth interviews were carried on with 16 participants as well as three mini focus group interviews with 12 participants. The underlying theories utilized were the technology acceptance model (TAM) and the uses and gratifications (U&G). The results showed that entertainment, obtaining information, experiential qualities, socialization, and personal motivations acted as gratifications in the adoption of AR applications, which exerted positive influence on brand interest, image, and purchase intention of the users.