Privacy of Internet Users in the Era of Transformative Marketing

Advancement in technology has connected the world. It has made life more comfortable. Today we can order any product from all over the world with just one click using e-commerce sites like Amazon and Alibaba. These developments have led to transformative marketing. This exponential increase in internet usage and growth in e-commerce companies has created numerous opportunities for both users and companies. However, as the internet grew, businesses worldwide started collecting customer's data to very minute details. As per business organizations, customer data is collected to serve customers in a better way. Although it is not impossible, yet it is difficult for an e-commerce company to process transaction of a customer without asking his/her name, the address of delivery and payment mode. Customers all over the world have concerns over sharing their information. Companies have applied different security procedures to resolve customer's concerns, which assure that customer data is not leaked or used in unethical business activity. Privacy is the primary concern of internet users all over the world. Therefore, this research article addresses the customer concern of privacy over the internet pertaining to e-commerce companies in the era of transformative marketing. The paper discusses different drivers and challenges of customer's data protection. The article also explores the two prominent prospects on Internet privacy; the "Consumer protection view" and "free-market view". The researchers advocate the consumer protection view. The consumers must have control over privacy and sharing of their content. If they feel secure to share their information, there should be an option for the consumers to allow the sharing of consumer information. Secondly, the government's compliance is also important. The companies should also allow consumers to revoke their shared information whenever they feel insecure. It will give confidence to the consumers to work with the company, and companies will also have loyal customers