Ghosts in the Dark: How to Prepare for Times of Hyper-Privacy

Suggested Citation

Thomaz, F. (2021). Ghosts in the Dark: How to Prepare for Times of Hyper-Privacy. NIM Marketing Intelligence Review 13(1), 36-41. https://doi.org/10.2478/nimmir-2021-0006

NIM Marketing Intelligence Review – The Dark Sides of Digital Marketing

Authors

Felipe Thomaz, Associate Professor of Marketing, Saïd Business School, University of Oxford, England, Felipe.Thomaz@sbs.ox.ac.uk

Download Article

Felipe Thomaz

Even the dark web has its bright sides because it can be used as an unregulated testbed for technologies that will eventually appear on the surface. Also, it is a useful place to study consumer privacy and have a view of what the surface world might look like under an extreme level of consumer data protection. In such a world, even our best customers might look like never-before-seen individuals, until they decide to reveal themselves. If there is trust, and a worthwhile value exchange, consumers might be willing to share their data and not enact all of the hyper-privacy available to them. To seize the opportunities, companies should take stock of their customer relationships, hone their data needs, and learn what information is critical, advantageous, or irrelevant for their context. They should implement initiatives that drive choice carefully, in a trustful relationship.

Authors

Felipe Thomaz, Associate Professor of Marketing, Saïd Business School, University of Oxford, England, Felipe.Thomaz@sbs.ox.ac.uk

Share Publication

Copy link

Suggested Citation

Thomaz, F. (2021). Ghosts in the Dark: How to Prepare for Times of Hyper-Privacy. NIM Marketing Intelligence Review 13(1), 36-41. https://doi.org/10.2478/nimmir-2021-0006

Here you can find more exciting articles of this issue.

To the entire issue

Our relationship to technology is deeply paradoxical. On the one hand, we buy and constantly use more devices and apps, leaving our traces …

Go to article

Automated and personalized interactions may increase the relevance of marketing offers, but they also have less-positive economic and …

Go to article

Some algorithms may have similar discriminatory tendencies to humans. The presented study investigates gender bias in social media …

Go to article

In the 2016 presidential election, the vast majority of available polls showed a comfortable lead for Hillary Clinton throughout the whole …

Go to article

The progress of artificial intelligence and new technologies triggers hot debates about the future of human life. While fans of the …

Go to article

In our augmented world, many decision situations are designed by smart technologies. Artificial intelligence helps reduce information …

Go to article

In a recent survey, about 900 “Leaders of Tomorrow” from more than 90 countries all over the world shared their opinions about “the impact …

Go to article

All issues

2025-04

Influencer Marketing Relationship Building Livestream Commerce

Go to issue

2024-10

Platform Strategies Platforms and Brands Business Innovation

Go to issue

2024-04

Content Creation AI-Support Prompt Engineering

Go to issue

Ghosts in the Dark: How to Prepare for Times of Hyper-Privacy

Other articles of the MIR issue “The Dark Sides of Digital Marketing”

Latest issues