Confronting Security and Privacy Challenges in Digital Marketing

Introduction:
Marketing, and specifically its digital marketing component, is being challenged by disruptive innovations, which are creating new and unique, and unusual opportunities and the emergence of new paradigms, models, and even realities is anticipated. Other areas of knowledge have embraced these innovations with swiftness, adapting promptly and using them as leverage to create these new paradigms, models, and realities. Marketing, in clear opposition, has been somewhat dismissive, ignoring the potential of these new contexts that are emerging, some of which are already unavoidable. Among these disruptive innovations are blockchain, artificial intelligence, and virtual reality. But if these contexts are unavoidable, we also witness the emergence of a set of problems that must be addressed, especially privacy, security, anonymity, and legal issues. This book contributes to a clarification of the impact that these disruptive innovations are having on digital marketing, pointing out guidelines for organizations to leverage their strategy on the opportunities created by them.

Objective:
This book addresses several topics that are crucial to the performance of organizations, providing knowledge for professionals who will perform roles in digital marketing activities. Its impact is decisive because it focuses on emerging themes, arising from disruptive innovations, contributing, for this reason, to new and differentiating knowledge, being widely valued by those who want to stay aware of the profound transformations that are occurring in digital marketing. This work will certainly be highly valued because it first identifies the most relevant issues in the current context that are transforming digital marketing. Next, it describes how innovations are transforming digital marketing, showing the implications, opportunities, and challenges, and above all, how marketing strategies can be leveraged with these disruptive innovations. As such, it is possible to study and apply in practice the knowledge presented in the book.

Target Audience:
The audience for this book is essentially made up of three groups: (i) management and marketing academics and their students (undergraduate/graduate courses), who need to master new concepts, paradigms, models, and reality imposed by the disruptive innovations imposed on digital marketing. (ii) researchers who want to know more about the included topics. (iii) general managers, marketing managers, digital marketing managers, who need to obtain more knowledge and skills to know how to deal with the challenges, opportunities, obstacles, and requirements imposed in these new contexts, derived from the emergence of disruptive innovations.

Recommended Topics:
Blockchain 1. Securing and certifying electronic commerce transactions with blockchain 2. No more fraud in digital advertising: the contribution of blockchain 3. Digital marketing resource ownership with blockchain application Artificial neural networks 4. Machine learning: applying artificial neural networks to digital marketing activities 5. Using big data to improve marketing decisions 6. Pattern recognition with artificial neural networks in consumer behavior and customer experience 7. Customer support with machine learning: applying neural networks to chatbots to improve customer experience Virtual reality 8. Incorporating virtual reality in e-commerce stores: a new way to interact with consumers 9. Virtual stores: a new paradigm of selling 10. Mixed reality: integrating the best of both worlds for better interaction with consumers 11. The new consumer journey with mixed reality 12. Touchpoints in the consumer journey with mixed reality Privacy 13. Privacy concerns: the case of digital marketing 14. Consumer and customer privacy: barriers to a digital marketing strategy 15. Privacy or intrusion: studying the limits of digital marketing Security 16. The security of e-commerce transactions: reality, challenges, and solutions 17. How secure is customer data: a challenge for digital marketing 18. Security of digital marketing resources: a framework Anonymity 19. Is anonymity possible? A question for digital marketing managers 20. The end of anonymity: integrating different sources of information to identify consumers 21. Ensuring anonymity: applying tools to protect consumers' identities Legal Issues 22. Copying with legal issues: new trends in the digital marketing arena 23. Dealing with the growing concerns that are raised by digital marketing: the legal issues

Submission Procedure:
Researchers and practitioners are invited to submit on or before February 22, 2023, a chapter proposal of 1,000 to 2,000 words clearly explaining the mission and concerns of his or her proposed chapter. Authors will be notified by March 8, 2023 about the status of their proposals and sent chapter guidelines.Full chapters are expected to be submitted by March 27, 2023, and all interested authors must consult the guidelines for manuscript submissions at https://www.igi-global.com/publish/contributor-resources/before-you-write/ prior to submission. All submitted chapters will be reviewed on a double-blind review basis. Contributors may also be requested to serve as reviewers for this project.

Note: There are no submission or acceptance fees for manuscripts submitted to this book publication, Confronting Security and Privacy Challenges in Digital Marketing. All manuscripts are accepted based on a double-blind peer review editorial process.

All proposals should be submitted through the eEditorial Discovery® online submission manager.

Important Dates:
February 22, 2023: Proposal Submission Deadline
March 8, 2023: Notification of Acceptance
March 27, 2023: Full Chapter Submission
June 20, 2023: Review Results Returned
June 1, 2023: Final Acceptance Notification
June 15, 2023: Final Chapter Submission