MTK101

Master: Nguyễn Thị Lan Anh

Student: Trần Thị Huyền

MSSV: HS186518- MKT1819

What are the main trends in the technological environment nowadays? In the era of digital marketing,

how can companies collect information without invading customer privacy, thereby building trusting

relationships with customers rather than making them feel violated?

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People are making progress every day. In the 21st century, we – the human being - are living in the digital

age. Human society is changing rapidly every second. There are many new things that we did not think

they would exist. The biggest thing is technology which tranform the way we think, live and work. There

are numerous trends in technology in the todayworld. In economy, how companies collect information

without invading customer privacy, thereby building trusting relationships with customers rather than

making them feel violated in the digital era is a big questions.

Technology is creeping into our every activity in life when the first industrial revolution began in the UK

in about 1750–1760 that lasted to sometime between 1820 and 1840. Technology has revolutionized the

way we live and work. It has allowed us to communicate and share information more easily than ever

before. It has also enabled us to make more efficient use of time, and to purchase and use products and

services more easily. In some ways, technology has made our lives more comfortable and fun. However,

it has also had some negative effects on our lives.

There's a lot to be said about technology these days. The technology that is getting everyone's attention

and interest is artificial intelligence. Artificial intelligence (AI) is an area of computer science that focuses

on creating machines that think, work and react like humans. It involves the use of algorithms and

software to enable machines to mimic a broad range of human behaviors and capabilities. AI can help

automate mundane tasks, learn from data and recognize patterns, and in some cases, even outperform

people. AI covers various domains, ranging from robotics to machine learning and deep learning, to

natural language processing, computer vision and voice recognition. Currently, AI is being applied in a

variety of industries, including healthcare, finance, military, retail, logistics and more. As AI continues to

evolve, it will create more complex and far-reaching capabilities that can revolutionize the way people

traditionally interact with technology and machines. ChatGPT which was launched on November 30,

2022, by San Francisco–based OpenAI has caused global fever. Chatgpt is a natural conversation engine

that uses a combination of Generative Pre-trained Transformer (GPT) models and unsupervised learning.

It is capable of having natural conversations across multiple channels, including text, audio, and video.

Chatgpt is designed to allow users to interact with virtual intelligent agents and conduct authentic

conversations that simulate natural human conversations. It enables businesses to quickly create AI-

powered chatbots and virtual assistants.

With technology, it is impossible not to mention Big Data. Big data is becoming increasingly important in

the world of business. By gathering, analyzing, and acting upon massive amounts of data, businesses are

able to make better decisions and identify patterns and opportunities faster.

Customer privacy invasion in the era of digital marketing is a significant issue that threatens to cause

mistrust in customers. The rise of digital marketing has made it easier for companies to collect, store, and

track customer data, and this has led to concerns about privacy invasion. Customers fear that companies

may use their personal information without their consent or knowledge, leading to mistrust and a loss of

confidence in the companies they deal with.

One of the main issues that contribute to customer privacy invasion is how companies collect data. In

most cases, companies use cookies and other tracking technologies to collect information such as

browsing history, search queries, and social media activities. These technologies allow companies to

build a detailed profile of a customer's behavior and preferences, which they can use to target ads and

marketing campaigns. However, customers are often unaware of this tracking, and they may feel violated

when they find out that their personal information has been collected without their knowledge.

Another issue is how companies use the data they collect. Some companies use the data to improve their

products and services, while others use it for marketing purposes. For instance, they may target customers

with personalized ads based on their behavior or preferences. Although this may seem like a good way to

improve customer experience, it can also be perceived as an invasion of privacy, leading to mistrust.

Moreover, the issue of data breaches and hackers accessing customer data has also caused mistrust.

Customers are worried that their personal information may be stolen by hackers or sold to third parties,

and this can lead to financial loss or identity theft. Even if a company takes steps to secure their customer

data, the risk of a data breach, either through internal or external means, is still present.

For example, In 2018, it was revealed that the data of millions of Facebook users had been illegally

harvested by the political consulting firm Cambridge Analytica without their consent. This led to

widespread criticism of Facebook's data privacy policies and a drop in user trust.

Therefore, to build trusting relationship with customers in the digital era, some company can follow some

sollutions. Firstly, transparent and honest communication is the key to building a trustworthy relationship

with customers. Businesses must be truthful about their products, services, and policies. They must be

transparent in their dealings and provide accurate information to the customers. This could be achieved by

providing comprehensive descriptions of products and services, with clear-cut pricing, to avoid any

confusion or deception.
Secondly, businesses need to ensure that they provide excellent customer service, which would involve

making it easy for customers to connect with them, responding promptly and professionally to their

queries and complaints, and going the extra mile to provide satisfactory solutions to any problems they

may encounter. Providing quick and efficient solutions to customer issues reinforces the trust that the

customer has in the business.

Thirdly, businesses should prioritize protecting the privacy and security of customers' data. This would

involve ensuring that customer data is collected, stored, and shared safely with their approval. The

business must take concrete steps to protect customers' data from cyber-attacks, data breaches, or any

other forms of unauthorized access. A secure and protected digital environment increases customers'

confidence and trust in the business.

Fourthly, social media is a platform for businesses to engage with their customers and build trust.

Businesses should actively participate in social media; engage with customers, answer questions, and

respond to feedback, and update customers on new developments. This would involve being active and

authentic in social media and all digital platforms, enabling businesses to interact with customers on a

more personal level, thereby building trust.

In this digital age, more and more new and advanced technologies will appear. Therefore, companies

need to apply and develop many policies to ensure a trusting relationship with customers while collecting

information from them.