Advanced International Journal for Research

E-ISSN: 3048-7641   •   Impact Factor: 9.11

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Volume 7 Issue 1
January-February 2026

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Digital Transformation: Ethical Challenges With Regard To Balancing Personalization And Privacy In Data-Driven Marketing

Author(s) Dr.B. Jagadeeswaran, Dr.V.Senthil Kumaran, Mrs. V. Jenifer
Country India
Abstract Digital transformation has revolutionized data-driven marketing, enabling personalization through advanced analytics, and real-time consumer data. While these will enhance customer engagement and operational efficiency. Simultaneously, significant ethical challenges particularly in balancing the benefits of personalization against the imperative to protect individual privacy. In the contemporary digital economy, data has emerged as a critical strategic asset, yet its true value is only realized through effective data leverage.This paper outlines dataleverage is the strategic practice of using data as a primary tool for achieving organizational objectives also explains personalization and privacy rights and the core ethical challenges like, marketing in the digital age requires an ethical-by-design approach grounded in transparency, accountability, and user empowerment. Exploring the ability to balance personalization and privacy by aligning data practices with societal values and consumer expectations, organizations can foster trust, comply with evolving regulations, and achieve long-term competitive advantage without compromising ethical integrity.Only prioritize first-party data strategies will cultivate deeper loyalty and achieve a sustainable competitive advantage. Concluded that, privacy is not a barrier to marketing but the very foundation upon which trusted, profitable customer relationships are built.
Keywords Ethical challenges, Personalization and privacy, First-party data, Transparent.
Published In Volume 7, Issue 1, January-February 2026
Published On 2026-02-17
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E-ISSN 3048-7641
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