The Threat of Identity Theft in Direct Marketing

Résumé du document

The digital world has become a household term, literary in all homes of the developed countries. Through the use of the internet the volume of transactions conducted online has increased a lot. Among the transactions conducted online are marketing and shopping. These transactions, not like other transactions lead to the exposure of personal details to third parties. When such personal details land in the wrong hands they can easily be used for unintended purposes. This essay will critically examine the contribution made by digital and direct marketing in raising the standards of people in different parts of the world. By carrying out this examination, the essay will make a comprehensive use of written literature on the topic. Being a current issue, the essay will exclusively make use of literature not more than five years old. The major threat to these marketing (identity theft) is analyzed in the light of its effects on the online shoppers, the online shops, the administrative bodies, and on the general community. The discussion of all these aspects will take into account the current real life incidences taking place in relation to the digital marketing and identity theft. The essay discusses the possible recommendations which can be put into action to help put the situation under control.

Extraits

[...] The Threat of Identity Theft in Direct Marketing Digital & Direct Marketing Topic: "Identity theft is a growing problem and one which, along with lost/stolen data, is receiving more and more coverage in the press. Examine the effect this phenomenon is having on direct marketing now and could have in the future. Your answer MUST include real world examples, references and appropriate DM theories. Use any reference material at your disposal, including the WWW." Abstract Globalization through technology has changed the world and how so many issues are handled. [...]

[...] These transactions like nay other transactions lead to the exposure of personal details to third parties. When such personal details land in the wrong hands they can easily be used for unintended purpose. This essay will critically examine the contribution made by digital and direct marketing on raising the standards of people in different parts of the world. In carrying out this examination, the essay will make a comprehensive use written literature on the topic. Being a current issue, the essay will exclusively make use of literature not more than five years old. [...]

[...] This has denied online shops a chance to increase their sales. Identity theft if note brought to control will scare away online shoppers and consequently limit digital marketing to purely marking without any online taking transaction taking place. Works Cited Batallas, Tanya. “Identity theft is flourishing in a poor economy” Retrieved from: http://www.nj.com/business/index.ssf/2009/04/identity_theft_is_flourishing.h tml Campanelli, Melissa. “Online shoppers' worries over ID theft grow.” 2007. Retrieved d from: http://www.dmnews.com/online-shoppers-worries-over-id- theft-grow/article/97963/ Douglas, Rob. “Impact of Identity Theft grows.” Retrieved from: http://www.identitytheftblog.info/identity-theft/impact-of-identity-theft- grows/1324/ Gohring, Nancy. [...]

[...] Having the knowledge of the operations of the digital and direct marketing it becomes very simple to show how identity theft takes place. Identity Theft Hayward (2004) defines identity theft as, “stealing another person's personal identifying information, such as the Social Security number date of birth, or mother's maiden name, and using that information to fraudulently establish credit, run up debt, or take over existing financial accounts (vii). She argues that getting the actual statistics of this crime is quite challenging. [...]

[...] In the case of digital direct marketing the channels used are, the web, email, and mobile phone. For digital direct marketing, the main concept is addressability: it fuels the success of digital marketing success. Deagan (2009) argues that addressability is achieved when the two primary audiences get in touch. To make this possible the customer should share the above three mentioned digital addresses with the marketers (Deagan 1). Digital & Direct marketing As much as it seems inevitable that direct marketing is likely to be phased out by direct digital marketing, a close cross examination of these two reveals that actually they depend on each other. [...]