Digital Marketing in a Privacy-First World: How to Prepare for the Future and Become a Digital Marketing Frontrunner

Amanda Svendsen & Gabija Bogdzeviciute

Student thesis: Master thesis

Abstract

The purpose of this master’s thesis is to examine how businesses can prepare for an increasingly privacy-centered future. New international and local privacy regulations have forced disruption upon the digital marketing industry by heavily limiting the opportunities for collecting and utilizing data of users. Former ways of performing digital marketing practices included third-party data collected by cookies, which will become obsolete by 2022. The most dominant advertisement platforms in the industry have already stopped using tracking technologies to uniquely identify users based on browsing activities and have introduced new privacy-focused technologies as a replacement. These new technologies are researched further in this thesis to understand whether they can become an industry standard in the future. The research design for this thesis consists of mixed methods: the quantitative approach, which covers a combined online experiment and survey completed by 149 respondents, and the qualitative approach, which consists of interviews with three highprofile experts within the digital marketing industry. Seven hypotheses were tested to find out what factors would have an effect on users’ intent to share their personal data. Three of the hypotheses were accepted - it was found that both personalization and privacy fatigue were proven to be negatively related to users’ intent to share their personal data, whereas the value of information disclosure had a significant positive relation. The findings from this research conclude with recommendations for businesses on how to adapt to the current changes of the industry and build a future-proof strategy with a focus on user privacy. The strategy should include a comprehensive first-party data collection by delivering strong value propositions that convince users to opt-in and share their personal data.

EducationsMSc in Business Administration and E-business, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2021
Number of pages162
SupervisorsEdlira Shehu