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Informative Article | Communication or Media Studies | India | Volume 12 Issue 2, February 2023
Unlocking Trust in Communications while Complying with Privacy and Regulations with MarTech
Abstract: In today's digitally connected world, businesses are employing marketing strategies to engage with customers across various channels, touchpoints and frequencies. These strategies encompass email, social media, websites, mobile apps, chat, text and more. While omni - channel marketing offers immense opportunities, it also introduces significant challenges, particularly regarding data privacy and compliance. Marketing technology aka MarTech has revolutionized the way businesses leverages capabilities to engage customers, leads, prospects or former customers. Whilst activating possible opportunities, the handling of customer data in communication activities must comply with various legal and regulatory requirements to ensure data privacy and security. This article delves into key concepts of data privacy, legal and compliance where financial services must adhere, however the significance not necessarily is less for other industries who practice Martech for marketing and servicing communications.
Keywords: MarTech, Data Privacy and Compliance, Regulations, Communications, Marketing, Omni - channel, Data Analytics
Edition: Volume 12 Issue 2, February 2023,
Pages: 1713 - 1716