Illuminating the Dark: Exploring the Unintended Consequences of Digital Marketing

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Wiertz, C. & Kittinger-Rosanelli, C. (2021). Illuminating the Dark: Exploring the Unintended Consequences of Digital Marketing. NIM Marketing Intelligence Review 13(1), 10-17. https://doi.org/10.2478/nimmir-2021-0002

Year

2021

Authors

Caroline Wiertz,
Dr. Christine Kittinger-Rosanelli

Publication title

Illuminating the Dark: Exploring the Unintended Consequences of Digital Marketing

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NIM Marketing Intelligence Review

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Caroline Wiertz

Our relationship to technology is deeply paradoxical. On the one hand, we buy and constantly use more devices and apps, leaving our traces in the digital space. On the other hand, we increasingly fear the dark sides of being dependent on technology and of data abuse. Inadequate knowledge and errors make it difficult to predict unintended consequences, and often problems emerge due to deliberate choices to pursue some interests while ignoring others. Hot topics include data privacy, potentially biased or discriminating algorithms, the tension between free choice and manipulation, and the optimization of questionable outputs while ignoring broader effects.

Fighting unintended consequences should get to the roots of the problems. As for personal data, users should get more control over what they share. Further, more transparency can help avoid dystopian outcomes. It concerns the use of data, in particular, by algorithms. The high concentration of power of a few global players should also be watched closely, and societies need to be critical towards their actions and objectives. Even seemingly noble motives come at a price, and this price needs to be negotiable.

Authors

Caroline Wiertz, Professorin für Marketing und stellvertretende Dekanin, Bayes Business School
Dr. Christine Kittinger-Rosanelli, Managing Editor, NIM Marketing Intelligence Review, NIM, christine.kittinger@nim.org

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