Publications

Download

Illuminating the Dark: Exploring the Unintended Consequences of Digital Marketing

Download
Suggested Citation

Wiertz, C. & Kittinger-Rosanelli, C. (2021). Illuminating the Dark: Exploring the Unintended Consequences of Digital Marketing. NIM Marketing Intelligence Review 13(1), 10-17. https://doi.org/10.2478/nimmir-2021-0002

Year

2021

Authors
Caroline Wiertz,
Dr. Christine Kittinger-Rosanelli
Publication title
Illuminating the Dark: Exploring the Unintended Consequences of Digital Marketing
Publication
NIM Marketing Intelligence Review
Download

Illuminating the Dark: Exploring the Unintended Consequences of Digital Marketing

Caroline Wiertz 

Our relationship to technology is deeply paradoxical. On the one hand, we buy and constantly use more devices and apps, leaving our traces in the digital space. On the other hand, we increasingly fear the dark sides of being dependent on technology and of data abuse. Inadequate knowledge and errors make it difficult to predict unintended consequences, and often problems emerge due to deliberate choices to pursue some interests while ignoring others. Hot topics include data privacy, potentially biased or discriminating algorithms, the tension between free choice and manipulation, and the optimization of questionable outputs while ignoring broader effects.  

Fighting unintended consequences should get to the roots of the problems. As for personal data, users should get more control over what they share. Further, more transparency can help avoid dystopian outcomes. It concerns the use of data, in particular, by algorithms. The high concentration of power of a few global players should also be watched closely, and societies need to be critical towards their actions and objectives. Even seemingly noble motives come at a price, and this price needs to be negotiable.  

Authors

Share Publication

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

Here you can find more exciting articles of this issue.

To the entire issue

[Translate to English:]

Marketing Automation: Marketing Utopia or Marketing Dystopia?

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

Read more
[Translate to English:]

Algorithm-Based Advertising: Unintended Effects and the Tricky Business of Mitigating Adverse Outcomes

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

Read more
[Translate to English:]

Metrics Gone Wrong: What Managers Can Learn from the 2016 US Presidential Election

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

Read more
[Translate to English:]

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

Even the dark web has its bright sides because it can be used as an unregulated testbed for technologies that will eventually appear on …

Read more

Instead of People Using Technology, Technology is Using People

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

Read more
[Translate to English:]

The Illusion of Free Choice in the Age of Augmented Decisions

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

Read more
[Translate to English:]

Young, but not Naive: Leaders of Tomorrow Expect Limits to Digital Freedom to Preserve Freedom

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

Read more
Scroll to top