PRIVACY ASPECTS IN THE MULTI-CHANNEL MARKETING APPROACH OF THE CONSUMERS: AN EXPLORATORY ASSESSMENT

Originating in the former concept of media mix, multi-channel marketing attempts to target audiences and to build lasting relationships with consumers by simultaneously offering information and support through two or more synchronized channels. Haying as marketing communication objectives to generate interaction with and leads on customers and prospects, the multi-channel marketing campaigns, due to their one-to-one, personalized approach, may create problems in relationship with the consumers' private space. The paper intends to assess, in an exploratory manner, the privacy concerns of the consumers in the context of the multi-channel marketing approach, based on the preferences for different channels employed as sources of information and on the attitudes toward personalization and employment of the personal data.