TRANSFORMING MARKETING COMMUNICATION IN THE DIGITAL AGE: PRACTICES FOR OVERSIGHT CAPITALISM
LOGIN
The communication effort that started with human existence has evolved with its development pains; it has caused many times to shell change in technological, social, economic and cultural contexts. Considering from the perspective of production processes from agricultural societies to the present, it seems possible to define the idea of trade as the origin of marketing communication efforts, starting with the production of more than human consumption. Industrial Revolution and modernity with it; The postmodernity beyond and the digital age that defines our present has witnessed many marketing efforts, in fact, each new technological development has caused the transformation of these efforts and their adaptation to the new order. From the story of the circulation of information that started with Gutenberg's invention of the printing press in the 1450s, it seems natural that we are in a "state of conscious astonishment" in Castells' words, because the information field is going through a very extensive transformation. The aforementioned transformation has been reflected in the functioning of all fields of communication science and transformed their practices. Communication professionals, who previously tried to get briefs from customers, nowadays create their strategic plans based on data and reach their customers by targeting methods. While digital marketing communication activities are implemented in line with their purposes by using the qualities of today's technology, the consumption habits of the target consumer, the purchasing cycle, interactions, actions and even the potential future purchasing behaviors are monitored as a result of the footprints left in the digital universe (sometimes due to some time), and this situation It brings along discussions on the axis of privacy, surveillance and protection of personal data. Marketing efforts that started with the search engine search for a product that an individual intends to purchase, is an example of how supply and demand are changing today. In today's marketing setting, it is seen that demand determines the supply, and it is even experienced how supply is personalized through data mining.
The capitalist rules of the market, which is an outcome of free market economies, have created the problem of "personal data security", which is subject to surveillance in the digital environment, and brought concerns about privacy. Although the experts in the field frequently emphasize their warnings about these applications, which are also defined as "surveillance capitalism", the software developed for marketing purposes work in the background as an eye or even an ear, and play an active role in accessing personal data in line with marketing goals.
1. SHORT HISTORY OF MARKETING
Although the beginning of marketing science is considered as the 19th century, the foundations of marketing thought were laid after the end of the hunting and gathering era, when people who settled down began to produce more than they could consume or need. First of all, with the need for barter and then trade, as a result of the efforts of people leaving their regions and adapting to the urban system where competition is intense, trade developed and the wheels of the capitalist system started to work.
When we look at the marketing literature, it is seen that there is not much study on the history of marketing. It is based on business and economics sciences and has been handled in the same framework with sales practices until the end of the Second World War. It is possible to say that marketing has entered a rapid development process in the 1950s. With the end of the famine that continued during the war period, the desire to meet the delayed needs increased the competition. With the increase in sales in this environment, businesses focused on customer satisfaction by meeting customer needs (Karabıyık, Özgören & İnci, 2010).
Kotler emphasized the requirements while defining marketing, marketing; identifying unmet needs and wants in the market; It has been defined as a customer-oriented business function that defines and measures their size and potential profit ratio, determines in which market the organization will perform well (Kotler, 2005, p. 11). The transformation of sales efforts into marketing necessitated a dialogue environment with the customer and created the concept of situation marketing communication.
While marketing communication idea is defined as promotion activities focused on promoting products, services or ideas, it is carried out with the initiative of producing and marketing institutions in order to simplify and facilitate the sales process. It is the process of implementing strategic and coordinated activities together with the aim of creating various attitude and behavioral changes in the customer (Erenkol, 2020). Marketing communication, which was considered ad-oriented only in the past, is today implemented in its integrated form within all the possibilities allowed by technology.
As with all communication efforts, information is also difficult in the marketing communication process. In today's conditions where customer-oriented marketing is effective, all kinds of information about customers are of vital importance. "Knowledge", a subject as old as history and theories on which were created from Plato and Aristotle, has become one of the greatest sources of wealth today. The 21st century is an information age, and the strong societies of this age are not only societies that produce, spread, share and use information; It is thought that there will be societies that can obtain data format, examine, analyze and use it without returning to the information form. As a result of communication-oriented technological developments, there is a large enough literature that can cause confusion about definitions with the society of the twenty-first century. Some sources use information, some use information, some use the concept of post-industrial society (İrge, 2012). Today, the effects of innovations brought by digital technologies affect marketing as much as every field and transform all its practices.
2.TRADITIONAL TO DIGITAL MARKETING COMMUNICATION
In the field of sociology, there are many approaches to name the transformation in question. In this sense, the common point of the approach, which is characterized by many expressions such as post-industrial, late capitalism, post-modern age, information age, technology / communication age or digital age, is the society and social agenda that are transforming with the phenomena brought about by the renewed technologies. This deterministic effect of technology is on the agenda of academic studies in the field of communication sociology while seeking answers to the questions of who is controlled by technology and / or whom technology serves (Kaplan & Ertürk, 2012).
One of the areas of interest of the above questions is marketing communications. In the marketing communication management process, businesses that need to process and use all kinds of information about their customer / potential customer or target audience have created database marketing systems; service and sales data, consumer purchasing records, data on attitude and behavior, interactions, visits and many activities through its databases have become compiled, processed and analyzed.
While digital marketing is basically defined as "the marketing of goods and services through digital channels", processes such as acquiring new customers through digital channels, introducing brands on the digital platform, providing interaction, creating awareness / visibility / recognition, and managing already existing customer relations. (Kannan & Hongsuang, 2017). With the widespread use of the internet and social media in digital marketing communication, it enables to divide the market effectively, at the point of reaching the target audience in the most accurate ways, while also providing the opportunity to measure easily and quickly. In addition, it is very important to be customizable and customizable in terms of appealing to the right audience rather than targeting large audiences (Zeren & Kaya, 2020).
In the literature, 4 basic steps are mentioned in the digital marketing process. First of all, it is aimed to "get" the customer. At this stage, the potential customer is aimed to gain awareness of the brand / institution, while the second step, the "win" part, is that the customer is guided towards the targets while interacting with corporate web content. In the "Measure and optimize" step, after a situation analysis of the digital activities carried out by the institution, it is mentioned the process by which the necessary arrangements will be made while determining the strong / successful or weak / unsuccessful points. Finally, it is recommended to carry out perception studies for keeping existing customers, managing customer relations and brand loyalty in the "own and grow" step (Çözümen, 2011; cited in Bulunmaz, 2016).
Digital marketing communication is superior to traditional marketing methods in terms of providing advantages such as data analysis, measurability, accessibility, listening, concurrency, independence from time and space, and controllability at very low costs. The digital medium is no longer just a technology and marketing tool for brands, but also a sociology tool. In the digital age
It is the same people who produce and consume the ingredients. With Web 2.0 technology, people who became "consumer who can produce" from "only consumer" became users who could share their comments and opinions on the internet and became defined as "prosumers" (Toffler, 1980). Alvin Toffler, who uses the concept of producing consumer in his book called Third Wave, made this prediction in 1980 and when describing the first wave, he said that everyone consumed what they produced or hunted. Speaking of the second wave, Toffler mentions the second wave with the words "These people are neither producers nor consumers because they do not produce for someone else or consume what someone else has done", and states that with the industrial revolution, production increased, people earned money by working in factories were given to other factory products. With the second wave, the concepts of producer and consumer used today clearly emerged; In this wave, a product is no longer produced for use but for someone to buy. In the third wave, the concept of prosumer, which emerged by combining the words “producer and consumer” (producer and consumer), was derived by increasing the value of the producing consumer. The predictions of Toffler in 1980 point to today's marketing conjuncture: "The factory makes the customer buy" or "the television and the newspaper talk, the customer listens" situation has become "the customer speaks and the company has to listen to it" (cited in Akkus, 2020).
3.MARKETING COMMUNICATION AND SUPERVISION CAPITALISM TOOLS
It is possible to say that in the marketing communication applications of the digital age, marketing professionals take the understanding of "the customer speaks and the company listens to it" one step (maybe more).
In this age, which has become increasingly digital with rapid technological developments and almost everything is connected by networks, every transaction performed on any digital medium, whether connected to the internet or not, leaves a digital footprint due to a data record. Today, "large volume, abundant, irregular, problematic and rapidly incoming data from sensors and various tools; Big data, expressed as the science of collection, storage, cleaning, visualization, analysis and interpretation, is seen as a radical revolution (Mayer-Schönberger & Cukier, 2013, p. 60). This phenomenon, which expresses the transformation of massive data into meaningful and processable form, enables more accurate inferences by processing large volumes of data, while ensuring healthier decisions, discovery of hidden insights and automating business processes in both the public and private sectors. Thus, it becomes possible to reduce costs, increase the quality of the products and services offered and increase the economic growth rate. There is a much faster data flow in the world compared to the past and with it, large amounts of digital data are stored (Akıncı, 2020). In this framework, big data is defined as "the ability of the society to mobilize information in new ways to produce useful ideas or valuable goods and services" and "to do things that cannot be done on a smaller scale to create new insights or create value forms on a large scale" (Mayer-Schönberger and Cukier, 2013, p. 61). The increase, size, variety and speed of digital data, whose production process continues on a global scale, has revealed the concept of "big data" with significant transformations in the context of processing, storing, management, processing and processing of these data. “Effective use of huge data generated by technologies has brought user satisfaction, competitive advantage and high profitability with improvements in business processes, efficiency and increased service quality (Akıncı, 2020).
Personalized e-commerce services are one of the application areas where the effects of big data analysis are seen the fastest. From directions regarding online shopping preferences, to travel or vacation planning; Many consumer behaviors regarding the content to be watched from the selection of the most appropriate time for the flight actually arise as a result of the analysis of the large data heaps left behind by the consumer consciously and / or unconsciously (Akıncı, 2020). While institutions are feeding the marketing and advertising industries thanks to algorithms created through the behavior patterns of users in digital channels, marketing communication processes are carried out through personalized supplies thanks to the data generated from the tastes, preferences and tastes of the targeted consumers.
It is thought that it is necessary to know how the footprints left in the digital universe are followed in order to understand how the excavations for such big data are personalized and re-presented. Joseph Turow (2015) defines the concept of informatics, which is translated into our language as "cookies".
It talks about software running continuously in the background by saving historical data on the hard disks of the presets, and it brings up the software that opens the way to record data on which sites are visited on the Internet. It states that especially “companies collect data from personal computers with the intention of determining their advertising target groups and generating accurate shipment traffic”. The cookie system "works by reading the disc every time the website is visited to find out whether the website has entered the site before" (Talay & Taşkaya, 2019). The benefit of the institution at this point is that it can read the market in a personalized way.
Cookies are essentially designed to serve good intentions. In the past years when the internet data rate was low, it served as a kind of memory that aims to provide speed and time saving performance at the next page opening by placing the information of previously visited websites in caches. With the significant acceleration of network connections with the digital age, new assignments have come since these functions of cookies are not needed much: now cookie applications perform data collection behavior in line with the marketing strategies of institutions (Talay & Taşkaya, 2019). “Data, which is a very valuable tool for marketing activities, is described as the oil of the 21st century; Cookies work as a drilling device that brings this oil to the surface ”. (ShareLab, 2020) Shoshana Zuboff also defines the data as "new oil". Zuboff; “By introducing the concept of Surveillance (Surveillance) Capitalism, he explains the concept as follows (cited in Özdemir, 2020):
“Surveillance capitalism offers human experience as a free raw material to the process of obtaining behavioral data unilaterally. Some of this data is used in product or service improvement, while the rest is declared as a proprietary behavioral surplus, fed by advanced production processes known as "machine intelligence" to generate predictions that can predict what to do now or in the future. fictionalized. Finally, these forecast products begin trading in a new market that I call "Behavioral Futures Markets". Surveillance capitalists are getting richer from these trading operations because many companies are willing to bet on our future behavior. ” (Zuboff, 2019, p.14)
While digitalization and the accompanying data mining completely transform the marketing processes, one of the elements that provide data to this transformation is the concept of "Internet of Things", which is referred to in the literature as IOT (Internet of Things). The "Internet of Things" concept, which was used for the first time in 1999 by the representative of Procter & Gamble named Kevin Ashton, was used as "sensor, chip etc. It refers to the communication of physical objects that are used on a daily basis in which technologies are integrated with each other and with people ”. Thanks to these technologies, it is expected to be a bigger revolution compared to the technologies brought by the computer and the internet (Ashton, 2020). According to Greengard (2017), the Digital Age consists of two phases: the first is the "computer revolution" that started to be used in the 1980s and transformed all forms of communication, life and behavior in the social order, and the second phase is the newly emerging "all physical and digital objects. and the Internet of Things revolution that promises to connect devices to each other (Öz & Arslan, 2019). While Öz and Arslan (2019) define "Internet of Things Marketing as Marketing 5.0", they express this understanding as "not a completely new paradigm, but an advanced version that includes past marketing practices". According to them;
“Although IoT marketing is similar to digital marketing, there is a fundamental difference. Sensors etc. to objects. It enables buyers to integrate and communicate with digital devices and technologies by virtually enabling these objects to become wise and feel, and the bridge that connects physical and digital becomes a platform. While digital marketing provides customer communication through multi-screen experiences and platforms such as social media, e-mail and mobile applications by combining media such as computers, tablets and smartphones, IOT marketing is more targeted with information obtained from all objects and devices surrounding people, It is able to offer personal, low-cost and effective offers and provides closer customer communication ”.
In his studies, he states that "Internet of Things Marketing (Marketing 5.0) is not an understanding that is actually disconnected from all other marketing phases, on the contrary, it expresses the convergence of the product, the customer, the human and the digital as never before, in other words, a new and powerful form of connective marketing", Marketing 5.0 They stated that the customer is at the focal point of the company and that the products are “presented to people through an enormous information network established by the digital and physical world”.
Stating that information technologies “have become a tool for the effective implementation of socio-economic restructuring processes”, Castells (2007: 487) states that “the role of networking, as a dynamic and self-expanding form of organization of human activity is particularly important; He argues that this dominant and networking logic transforms all spheres of social and economic life ”. When connected to the network, information about your behavior is constantly collected, stored and analyzed by numerous algorithms created to serve different goals to its owners.
Behavioral targeting, which is frequently used in the advertising industry, is based on leveraging digital footprints, i.e. data left behind by users in digital services. This data is collected in most cases without the knowledge of the owner, and digital footprints may contain different types of information: “IP addresses, websites visited, duration and length of visit, type of equipment used, search queries, location, gender and age, sexual preferences, books read, purchasing and a lot of other information is used ”and all this combined information allows user profile creation, the process and implementation of profiles created with computerized data analysis, and allows discovery of patterns or correlations in large amounts of data about users (ShareLab, 2020), however, this process mostly takes place without the user's knowledge.
In the digital marketing process, important debates continue regarding the ethical dimension of data mining activities. All these data sets produced unconsciously or involuntarily by the user are sold for marketing purposes after analysis and processing, and this situation includes sensitivity towards privacy and points to practices for surveillance.
4. CAPITALISM OF SURVEILLANCE
The concept of privacy is basically related to "the individual's preference to be alone or the right to determine the limits of interacting in social life", but also includes the right to freely choose one's thoughts and behaviors. Privacy, which is a fundamental human right, encompasses the freedom of the individual to share things about himself or not with the society (Arık, 2018, p.19).
Westin (1967) mentions that privacy has four basic premises: “loneliness, closeness / intimacy, anonymity and self-preservation”. While people stay away from the surveillance of others through loneliness, through intimacy / intimacy, they establish an intimacy with them by including two or more people they find close to their field. Being anonymous is the ability to perform certain actions in public spaces without being exposed to situations such as surveillance, search or identification. The meaning of preserving oneself is the limit-setting behavior of the person because he does not want others to violate his own space and finds it disturbing (İvren, 2019).
According to Arık; “New communication and surveillance technologies, on the one hand, lack the absolute awareness of the individual and provide circulation by commodifying all the details of their privacy, on the other hand, they publicize their privacy by producing the consent of the individual with the promise of enormous massization. The industry offers the individual a domain of sovereignty, especially through social sharing platforms, and the individual who wants to cry out his existence to the masses, in fact, presents his privacy to the sovereignty of the industry. The individual, whether with or without his or her consent.
objectifying digital technologies are fed by personal data and reproduce the industry by violating the privacy of the individual ”(Arık, 2018).
Giddens; Like Marx, Weber and Foucault, he associates surveillance with modernity: According to him, modern societies have four major theoretical dimensions, capitalism, industrialism, military power, and surveillance at the top for their control. Industrialism is the use of inanimate material power sources such as machines in the production process. The relationship between industrialism and surveillance is related to the consolidation of managerial power in order to maximize production or not (Giddens, 2016, p.63). At this point, it seems possible to associate these “inanimate sources of material power” with marketing surveillance in the context of processing user data for the purpose of obtaining information. With a macro surveillance structure called "digital network management", the data of individuals are collected and processed in the system where the data is collected, it continues to observe asymmetrically without any reciprocity and records everything to the finest detail at every moment; (Şener, 2020, p.200) This situation points to panoptic surveillance.
Surveillance practices have been used as a “power and power tool” throughout human history. "The main factor that led surveillance practices to dominate all spheres of everyday life and to declare the sovereignty of the surveillance society has been the partnership between rulers / sovereign powers and information technologies, and the incredible developments in these technologies." “Panoptic perspective focusing on surveillance in terms of taming the body to train the soul, its origin or existence is not certain; While conveying the message of being watched by an invisible government, it requires those who are watched to develop certain behavioral patterns ”(Akyol, 2015, p. 147). Mainly referred to by Bentham and Foucault, “Panopticon” is of course handled differently from a prison model in today's conjuncture. Bauman and Lyon (2016, pp. 31-36) express the current situation as “fluid surveillance” which means post-panoptic; The surveillance, which seems rigid and fixed, is now more flexible and dynamic, penetrating into every detail of the living space. Shepherd; (2008) With the words "The development of technology today has brought new forms of control and surveillance based on technology under the control and supervision of all class and opposition movements, and electronic surveillance has replaced architectural surveillance" (Çoban, 2008, p. 111). He points out that he has become interested in looking to understand who he is.
Personal data are used as a surveillance tool and thus it becomes possible to classify individuals based on certain characteristics or habits. The focus of post-panoptic surveillance is not the bodies, but the data obtained from them, and those who are monitored voluntarily participate in the surveillance (İvren, 2019). Data-oriented surveillance in the digital environment is explained with the concept of "data surveillance".
"Reporting", a concept created by Roger Clarke (1988), refers to the systematic monitoring of individuals or groups through personal data systems to regulate or manage their behavior, the pervasive nature of modern technologies, including digital footprints, the internet of things and wearable technologies, It is important in terms of providing the opportunity of continuous observation and continuous data collection at low costs.
Both the data shared by individuals voluntarily and the data obtained by interpretation by algorithms are very valuable for governments, marketing companies, insurance companies, banks, employers, telecommunication companies and many other individuals or institutions. This data can be shared with or sold to certain individuals or organizations. A lot of information about themselves, which people share without thinking too much about them, thus turns into a product with financial value. The posts, which consist of a story and entertainment for people, are treated like mines for the people and institutions using these posts (Özdemir, 2020).
Shoshana Zuboff, one of the thinkers who are critical of digital surveillance practices, speaks of the concept of surveillance capitalism, which is "a new and transformed type that has found a way to use digital technology and the data it provides for its own purposes." According to him, surveillance capitalism “enables special human experience to be declared as free raw material and digitized and transformed into behavioral predictions for production and exchange. According to this logic, surveillance capitalism collects our behavior as surplus production without permission, leaving behind the meanings left in our bodies, brains, and beating hearts. " In the data mining process, the approaches that human beings are a "product"
Moving forward, he said, "You are the product, you are the cadaver left behind: the product is the surplus data removed from your life."
Companies request individuals to share their data as a prerequisite for providing services. In the system where the user who does not agree to share their data cannot benefit from the service, people are faced with imposing "compulsory consent", which indicates an asymmetrical use of power.
Debatin (2009) argues that privacy can be protected by “legal regulation, moral self-regulation and technology that will protect / increase privacy”. The aim of the legal regulations made in the modern period is to prevent possible violations of personal privacy, home, family or communication. However, the dizzying development in information technologies has made such legal regulations inadequate and it has made it necessary to make special data protection laws (Akıncı, 2020).
5. APPLICATIONS AGAINST SURVEILLANCE CAPITALISM
The global leadership of the European Union in the protection of personal data draws attention in our digital age, where confidentiality and confidentiality borders are becoming blurred. It is possible to say that a new era has begun when the European Union put into effect the "General Data Protection Regulation (GDPR)" on May 25, 2018, which stands out as the most important reform of the last twenty years to protect the privacy rights of its citizens. While the GDPR regulation covers all companies that provide products and services directly or indirectly to the citizens of the European Union, the GDPR is "the strongest and most modern data protection rules in the world that has become a global standard" based on the GDPR in the state of California, USA. Movement ”(California Consumer Privacy Act-CCPA) and“ Act on the Protection of Personal Information ”in Japan (Can, 2020). Located in close contact with commercial relations with Europe, starting from the example of Turkey in Europe since 10/07/2016 6698 No. Personal Data Protection Law (KVKK) has been put into practice, given to the 2018 corporate completed a two-year transition process, personal data processing all organizations were included in this scope, and companies were obliged to take the necessary technical and administrative measures in order to ensure data security. If the institutions fail to fulfill the aforementioned applications, many criminal sanctions come to the fore.
The responsibilities of the institutions together with the KVKK include: obtaining written consent of the person by clearly stating how personal information will be used, keeping retrospective records on how the data was processed, finding personal information contained in these records when requested and being completely deleted from the system. In addition, certain conditions have been introduced for the personal data of children, while the data of children under the age of 16 are not allowed to be processed, it is obligatory to obtain permission from the person with the right of custody, not the child, in order to process the data of children. The processing of personal data in special categories such as sexual life, political opinion, religious or philosophical belief, genetic data, biometric data is possible under very limited conditions (Ortaç, 2020). The KVKK Regulation stipulates the use of security products such as endpoint security (antivirus), backup, business continuity (replication), data classification, data leakage prevention (DLP), network security and encryption in order to ensure data security and transparency, thus However, it is still possible to see examples of user data obtained through cookies and / or free applications.
Post-panoptic tools are often made available to people - almost for free - and serve surveillance capitalism. For example, it is free to open a Facebook or Instagram account, have a fortune telling application or watch cat videos on YouTube. People often accept these products or services with pleasure and will and do not mind sharing their personal information with product and service providers. However, the most important reason behind the fact that these small companies, most of which were established in small garages a short time ago, and have now turned into giant companies, is hidden in the following sentence: "If you do not pay for something, you are the product" (Özdemir, 2020). This situation actually seems to be an indication that the human being is a product in the digital marketing process.
According to Lyon (2016, p. 23), “people often do not want to hide their personal data when they are requested, believing that the benefit they will see is more than the price they will pay, or unless they do something wrong, or they will be afraid.
thinks nothing has happened and can gladly share with companies ”. Although the "terms and conditions" or "privacy policies" familiar to internet users are very important in theory, they are mostly texts that are not read in practice. In this context, it is also a matter of discussion to what extent the user is digitally literate.
RESULT
Faced with innovations as the development adventure and discoveries of humanity continue, human and society continued to adapt to new life styles as a result of technological revolutions. Every new technology has created new situations, so the movement has continued unceasingly. Communication processes that begin with the existence of human beings are also an important part of this movement and have penetrated into the field of many disciplines and have been examined in theory and practice. While today's agenda is occupied by the communication processes taking place in digital environments, while the production and consumption practices transformed within the framework of the capitalist system with the intention of keeping up with the requirements of the age, marketing communication concerning this field has been the subject of this study. Data science, one of the important trends of the digital age, has also transformed marketing communication activities, and in today's conjuncture, human data is collected, analyzed, sold and used within the framework of strategic plans. Network connection and the way the data is collected, which is recurring wherever the user is, are the agenda of some techno-sociological debates. While the data collected for marketing purposes enabled highly competitive applications in the context of user focus, personalized user experience and targeting at very low costs in the context of digital marketing communication strategies, it has also created discussions in the context of personal data protection and privacy. Today's data-driven digital marketing communication efforts are described under the heading of post-panoptic surveillance capitalism and developments regarding the protection of users' privacy rights are observed as a result of various legal practices.
Bauman (2016) compares the use of digital media tools to the use of swords, saying that they can be used beneficially to do the job at hand, but that swords are sharp on both sides and that swinging swords is inherently dangerous (Bauman & Lyon, 2016, p.111). At this point, both sides of the sword are considered to be equally important. From a surveillance perspective, it is obvious that the user has to show a "compulsory" consent in order to receive certain services despite all legal obligations, but it still raises questions about how to evaluate the big data obtained through capitalism-oriented surveillance practices in the future.
If an evaluation is made in the context of developing strategies for digital marketing communication management, which is the subject of the study, it is possible to say that the process of regulating the surveillance for the data to be collected from digital footprints creates an inconvenience for marketing communication practitioners; It is thought that the use of cookies on a “voluntary basis”, data sharing and even voluntary surveillance can be achieved through communication efforts. It is anticipated that it would be efficient to develop a privacy ethics code within the framework of policies to be designed with communication strategies such as perception management, consent manufacturing, customer / brand loyalty programs. It seems that discussions and even struggles regarding the concept of "data ownership" will continue in the coming days, and it is thought that it will be productive for digital marketing communication strategists to focus on the work in this field.
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[1] Dr. Faculty Member, Beykent University, Faculty of Communication, Department of Media and Communication,
ORCID ID: 0000-0002-2718-6170
Permission: Shared with the approval of the author.