Balancing Privacy and Innovation: the Impact of Privacy Legislation on Digital Marketing Strategies

EasyChair Preprint 15609

Abstract

The increasing prominence of privacy legislation, such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), has profoundly influenced the digital marketing landscape. These regulations aim to protect user data while imposing constraints on data collection, storage, and usage practices. This paper explores the dual impact of such legislation on digital marketing innovation. On one hand, strict compliance requirements challenge marketers to rethink traditional approaches, leading to reduced access to consumer data and affecting personalized advertising strategies. On the other hand, these regulations foster innovation by encouraging the development of privacy-centric technologies, ethical data handling practices, and creative engagement techniques that prioritize user trust. Through case studies and industry insights, this research highlights how digital marketers are adapting to this evolving regulatory environment by balancing compliance with the need for effective, data-driven marketing. The findings underscore the importance of collaboration between regulatory bodies, technology developers, and marketers in shaping a future where privacy and innovation coexist.

Keyphrases: Innovation, Privacy, balancing

@booklet{EasyChair:15609,
  author    = {Arooj Basharat and Zillay Huma},
  title     = {Balancing Privacy and Innovation: the Impact of Privacy Legislation on Digital Marketing Strategies},
  howpublished = {EasyChair Preprint 15609},
  year      = {EasyChair, 2024}}