Abstract:
The research study is concerned with understanding the practitioner's perspective
on the effect the personalisation-privacy paradox may have on personalised
marketing campaigns. The problem exists whereby consumers value the benefits of
personalised marketing and communication provided by marketing practitioners, but
at the same time have concerns about the protection of their private information
(Cloarec, 2020). The paradox consequently has an impact on marketing practitioners
who use market based assets such as personal data and innovations such as
personalisation to design and execute personalised online marketing campaigns
because consumers have privacy concerns that can influence their behaviour and
consequently influence their willingness to share the data needed to enable
personalised experiences.
The objective of the research is to address the gap in understanding the
personalisation-privacy paradox, namely it addresses the need for the provision of a
comprehensive knowledge base that will provide insights and practices to better
manage the paradox, whilst still deriving value for the business. Additionally, the
research will seek to determine the contributing factors to the personalisation-privacy
paradox, as seen through marketing practitioners lens. Additionally, the study
provides insights on how marketing practitioners can strike a balance between
leveraging data for the personalised campaigns, adhering to privacy laws, achieving
business objectives, and instilling online consumers' trust . The research makes use
of the Resource Based Theory (RBT) which refers to the organisations ability to
identify key valuable resources and use them to gain a sustainable competitor
advantage (SCA).
The findings identified key insights for addressing the paradox and provided possible
mitigating strategies for alleviating its existence. The empirical evidence further
demonstrates that marketing practitioners can protect the privacy of personal data
whilst still deriving value for the organisation. Further findings provides knowledge
on how marketing practitioners can implement ethical practices when managing
personal data by implementing internal processes, and governance processes.
These recommendations will equip future marketers to continue to use valuegenerating
market based assets to protect customers, achieve performance and
build unique relationships which will lead to sustainable competitive advantage.
