The ethics of managing customer data will take on a critical new dimension in digital marketing in the coming years as companies struggle to win back the trust of consumers, Gartner predicts.
The research firm has for the first time included customer data ethics in its Hype Cycle for Digital Marketing for 2020, indicating that it has moved into the ‘innovation trigger’ phase.
Customer data ethics will prove to be particularly important in areas including mobile marketing and advertising targeting, marketing campaign design, customer segmentation, passive data collection, and customer service and loyalty programs, Gartner said.
But the concept is expected to take at least 10 years to reach full adoption and reach full adoption.