Artificial Intelligence and Ethical Marketing

Artificial Intelligence and Ethical Marketing

Bistra Konstantinova Vassileva, Plamena Palamarova
Copyright: © 2021 |Pages: 12
DOI: 10.4018/978-1-7998-4285-9.ch011
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Abstract

In this chapter, the author argues that technologies will transform the marketing organization and reshape the marketing activities of companies. The aim of the chapter is to summarize the main challenges of digital disruption as well as to identify their implications to the legal and ethical aspects of digital and interactive marketing activities. The research aims driving this chapter are related to the identification of the main challenges regarding the legal protection of social media customers. Survey results about social media behaviour and cybersecurity issues are presented and discussed.
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Background

According to the results of the global digital business survey conducted by MIT Sloan Management Review and Deloitte’s, the implementation of digital technologies by organizations in their activities depends on the level of maturity of the digital business. Companies in transition to digital maturity focus on the changes in the process of integration of digital technologies (social networks, mobile technologies, analytics and cloud technologies), and the ultimate goal of integration is to transform the way their business is organized and operated. These companies are characterized by transformed processes, commitment of human resources and flexible business models. As the level of digital maturity increases, companies are beginning to develop and implement the above four digital technologies to almost the same extent. The main goals of companies with a lower level of digital maturity are related to solving specific business problems using individual digital technologies.

Table 1.
Classification of companies at the stage of Web 4.0
CriterionClass 1Class 2Class 3Class 4
Digital maturity (DQ)Established leadersEmerging leadersFollowers
Digital strategySmaller-scale disruptersFast-followersDigital rellocatorsBusiness models reshapers
Level of digital transformationPure-play global industry disruptersEcosystems shapersIncumbents

Source: Adapted by: van Bommel, E., Edelman, D. and Ungerman, K. Digitizing the consumer decision journey. McKinsey Company, 2014; Visser, J., Field, D., and Sheerin, A. The Agile Marketing Organization, The Boston Consulting Group, October 2015.

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