Problem of Data Privacy Protection in Direct Marketing
Problem obezbeđenja privatnosti podataka u direktnom marketingu
Abstract
The dynamism of modern business conditions, as well as increasing competition, call for companies to change their usual ways of doing business and communicating with consumers. Therefore, today‘s direct marketing industry is experiencing explosive growth, as more and more companies include these activities in their communication mix. Many companies benefit from the development and usage of direct marketing, but at the same time, its growing usage led to numerous problems for companies as well as for the consumers. Direct marketing, advanced information technologies and Internet, on whose use it is more and more based, caused a number of legal and ethical questions without precedent. One of the issues that is making consumers more and more worried is concerning the privacy of their personal data and information which is being collected by a large number of companies. In addition, consumers are often not aware of this data collecting, which is adding even more gravity to this problem. The remainder of this paper will point to the necessity and great importance of careful and responsible use of consumers’s personal data by direct marketers, with the aim of build long-term partnership relationships between the two. In addition, special attention will be paid to major problems that consumers face today in the field of data protection, as well as to the efforts committed in order to bring these problems to a minimum by getting consumers more involved in making decisions about usage of their personal data and informations.
Apstrakt
Dinamičnost savremenih uslova poslovanja, kao i sve izraženija konkurencija, nameću potrebu kompanijama da menjaju svoje uobičajene načine poslovanja i komunikacije sa potrošačima. Stoga danas industrija direktnog marketinga doživljava eksplozivan rast i sve je više kompanija koje ove aktivnosti dodaju u svoj komunikacioni miks. Mnoge su ostvarile koristi od razvoja i upotrebe direktnog marketinga, ali je njegova sve veća primena istovremeno dovela do brojnih problema i za kompanije i za potrošače. Direktni marketing, savremene informacione tehnologije i Internet na čijoj upotrebi se on sve više zasniva, prouzrokovali su čitav niz zakonskih i etičkih pitanja bez presedana. Jedno od pitanja koje u sve većoj meri zabrinjava potrošače odnosi se na privatnost njihovih ličnih podataka i informacije koje se sakupljaju od strane velikog broja kompanija. Pri tome, potrošači često uopšte nisu svesni da se podaci o njima prikupljaju, što ovom problemu daje dodatnu težinu. U nastavku rada će se ukazati na neophodnost i izuzetan značaj pažljivog i odgovornog korišćenja ličnih podataka potrošača od strane direktnih marketara, sa ciljem da se izgrade dugoročni, partnerski odnosi sa njima. Takođe, posebna pažnja će biti posvećena najznačajnijim probelmima sa kojima se danas potrošači susreću u oblasti zaštite privatnosti podataka, kao i učinjenim naporima da se ovi problem svedu na minimum većim uključivanjem porošača u odlučivanje o načinu korišćenja njihovih ličnih podataka i informacija.
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- mingl.rs/it_vodic/spam.php datum pristupa:14.09.2010.
