Privacy Dilemmas : Navigating Marketing Strategies in a Post-Cookie Era
Keywords:
Marketing Strategies, Post-Cookie Era, Consumer Privacy Concerns, Regulatory Changes, Alternative Tracking Technologies
Abstract
This research investigates the dynamics of marketing strategies in the post-cookie era, focusing on PT Indo Pacific as a case study. It examines the influence of consumer privacy concerns and regulatory changes on the adoption and effectiveness of alternative tracking technologies, thereby impacting the overall effectiveness of marketing strategies. Using a quantitative research design with a sample of 60 employees, random sampling, and the Smart PLS tool for analysis, the study reveals significant direct and indirect effects. Results indicate that consumer privacy concerns and regulatory changes significantly influence the adoption of alternative tracking technologies, which in turn affect the effectiveness of marketing strategies. The findings underscore the importance of addressing consumer privacy concerns, complying with regulatory changes, and strategically adopting alternative tracking technologies to enhance marketing effectiveness while respecting privacy and ensuring compliance. These insights offer valuable guidance for businesses navigating the evolving landscape of digital marketing in the post-cookie era.
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[2] O. Karneli, “The Role of Adhocratic Leadership in Facing the Changing Business Environment,” J. Contemp. Adm. Manag., vol. 1, no. 2, pp. 77–83, 2023, doi: 10.61100/adman.v1i2.26.
[3] E. Working and P. Series, Electoral cycles in macroprudential regulation Working Paper Series Electoral cycles in by, no. 106. 2019.
[4] M. Ewens, K. Ziao, and T. Xu, “Regulatory Costs of Being Public :,” 2021.
[5] S. G. Cecchetti, “The road to financial stability: Capital regulation, liquidity regulation, and resolution,” Int. J. Cent. Bank., vol. 11, no. 3, pp. 127–139, 2020.
[6] G. Black, D. Shropshire, K. Araújo, and A. van Heek, “Prospects for Nuclear Microreactors: A Review of the Technology, Economics, and Regulatory Considerations,” Nucl. Technol., vol. 209, no. sup1, pp. S1–S20, 2023, doi: 10.1080/00295450.2022.2118626.
[7] C. Bellei and G. Munoz, “Models of regulation, education policies, and changes in the education system: a long-term analysis of the Chilean case,” J. Educ. Chang., vol. 24, no. 1, pp. 49–76, 2023, doi: 10.1007/s10833-021-09435-1.
[8] M. E. K. Agoraki, M. Giaka, D. Konstantios, and V. Patsika, “Firms’ sustainability, financial performance, and regulatory dynamics: Evidence from European firms,” J. Int. Money Financ., vol. 131, p. 102785, 2023, doi: 10.1016/j.jimonfin.2022.102785.
[9] S. Ahmadi, “Security And Privacy Challenges in Cloud-Based Data Warehousing: A Comprehensive Review,” Int. J. Comput. Sci. Trends Technol., vol. 11, pp. 17–27, 2023, [Online]. Available: www.ijcstjournal.org
[10] A. Goldfarb and V. F. Que, “The Economics of Digital Privacy,” Annu. Rev. Econom., vol. 15, pp. 267–286, 2023, doi: 10.1146/annurev-economics-082322-014346.
[11] U. Hasdiana, “Retailers, don’t ignore me on social media! The importance of consumer-brand interactions in raising purchase intention - Privacy the Achilles heel Anabel,” Anal. Biochem., vol. 11, no. 1, pp. 1–5, 2018, [Online]. Available: http://link.springer.com/10.1007/978-3-319-59379-1%0Ahttp://dx.doi.org/10.1016/B978-0-12-420070-8.00002-7%0Ahttp://dx.doi.org/10.1016/j.ab.2015.03.024%0Ahttps://doi.org/10.1080/07352689.2018.1441103%0Ahttp://www.chile.bmw-motorrad.cl/sync/showroom/lam/es/
[12] D. A. Cooper, T. Yalcin, C. Nistor, M. Macrini, and E. Pehlivan, Privacy considerations for online advertising: a stakeholder’s perspective to programmatic advertising. 2022. doi: 10.1108/JCM-04-2021-4577.
[13] Adedoyin Tolulope Oyewole, Bisola Beatrice Oguejiofor, Nkechi Emmanuella Eneh, Chidiogo Uzoamaka Akpuokwe, and Seun Solomon Bakare, “Data Privacy Laws and Their Impact on Financial Technology Companies: a Review,” Comput. Sci. IT Res. J., vol. 5, no. 3, pp. 628–650, 2024, doi: 10.51594/csitrj.v5i3.911.
[14] S. C. Boerman and E. G. Smit, “Advertising and privacy: an overview of past research and a research agenda,” Int. J. Advert., vol. 42, no. 1, pp. 60–68, 2023, doi: 10.1080/02650487.2022.2122251.
[15] S. Bhattacharya, R. P. Sharma, and A. Gupta, “Does e-retailer’s country of origin influence consumer privacy, trust and purchase intention?,” J. Consum. Mark., no. September 2021, 2022, doi: 10.1108/JCM-04-2021-4611.
[16] M. T. Nuseir, G. A. El Refae, A. Aljumah, M. Alshurideh, S. Urabi, and B. Al Kurdi, “Digital Marketing Strategies and the Impact on Customer Experience: A Systematic Review,” Stud. Comput. Intell., vol. 1056, pp. 21–44, 2023, doi: 10.1007/978-3-031-12382-5_2.
[17] T. Nadeak, A. Rahayu, and H. Hendrayati, “Innovative Marketing Strategies in the Digital Era: Systematic Literature Review Analysis Article Info ABSTRACT,” West Sci. Soc. Humanit. Stud., vol. 02, no. 01, pp. 1–08, 2024.
[18] M. Imelda N.S, D. Ayu S, A. Masliardi, E. Setiawan, and F. Abdillah, “SEIKO : Journal of Management & Business Enhancing Customer Experience through Effective Marketing Strategies: The Context of Online Shopping,” SEIKO J. Manag. Bus., vol. 6, no. 2, pp. 437–447, 2023.
[19] K. S. Fawad Khan, “The Importance Of Digital Marketing. An Exploratory Study To Find The Perception And Effectiveness Of Digital Marketing Amongst The Marketing Professionals In Pakistan, Journal of Information Sytems and Operations Management, 1-8,” 2020.
[20] M. I. Niros, A. Niros, Y. Pollalis, and Q. S. Ding, “Effective marketing strategies for global FMCG brands during COVID-19 pandemic crisis,” Int. Mark. Rev., vol. 40, no. 5, pp. 1012–1034, 2023, doi: 10.1108/IMR-11-2021-0327.
[21] T. Koskela, “Online marketing for the cookieless future in Finland,” 2023, [Online]. Available: https://jyx.jyu.fi/handle/123456789/87728
[22] M. Singh, “Privacy-Preserving Marketing Analytics : Navigating the Future of Cookieless Tracking,” vol. 13, no. 3, pp. 36–48, 2024.
[23] P. Damola, “Managing Cookieless Tracking in the Future : Privacy-Conserving Marketing Analytics,” 2024.
Published
2024-06-17
Section
Articles
Copyright (c) 2024 Mar'atush Sholihah, Hasti Pramesti Kusnara, Diana Fitri Anggraini
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
