Business Studies

Digital Marketing Topic 8 Q1 Review the “The Web Analyst’s Code of Ethics” topic resource. Discuss ways a digital marketer could apply the concepts of privacy, transparency, and customer control when using website analytics. Provide specific examples to support your ideas.

ANSWER

Digital Marketing and Use of Web Analytics

Online security or privacy has been the number one concern from online customers, with approximately 85 percent of users designing operational procedures to enhance their safety online. Digital markets are also mandated to safeguard customers’ information when using website analytics actively. And as significant data privacy policies are incorporated by governments, industries, and other institutions internationally, it is practical and critical for digital marketers to acknowledge these policies and follow them as required (Young et al., 2019). Digital marketers can use the concept of privacy when using web analytics by implementing the following processes. First, they need to create a user-centric privacy control that will, in turn, give users control. They should also deter several intrusions, which include human intrusion through using automation where possible. Still, when using web analytics, digital marketers are obligated to use the concept of customer control to keep customers’ information safe from unauthorized access.

Customer control is typically used to monitor interactions with users and potential customers. Digital marketers should maintain a private conversation with their customers through a customer control system and keep personal procedures. Additionally, transparency is essential in web analytics and maintaining users’ trust, especially for digital marketers. Transparency will create an everlasting trust that, in turn, becomes loyal on the customer’s side (Ibiricu & van der Made, 2020). This is a winning mechanism for creating a lasting relationship with clients; therefore, digital marketers must always be transparent to the customers on all the operations they undertake. All clients’ information must remain confidential for trust to be achieved and for business to flourish with any marketplace. In summary, digital marketers should keep their entire client’s information safe from unauthorized access.

References

Ibiricu, B., & van der Made, M. L. (2020). Ethics by design: a code of ethics for the digital age. Records Management Journal.

Young, S. W., Clark, J. A., Mannheimer, S., & Hinchliffe, L. J. (2019). A national forum on web privacy and web analytics: Action handbook.