Security in Digital Marketing

Abstract

Digital marketing presents both challenges and opportunities when it comes to security. As more and more customer data is collected and stored digitally, the potential for sensitive information to fall into the wrong hands increases. Digital marketing also offers opportunities for improved security. Implementing two-factor authentication and using unique and complex passwords can also minimize the risk of unauthorized access to accounts and personal information. Overall, the key to maintaining security in digital marketing is to be proactive and stay informed about the latest threats and vulnerabilities. This includes staying up to date on best practices for data protection and regularly monitoring and testing your systems for security weaknesses. Based on this research gap, a systematic review of the bibliometric literature was performed, and data were synthesized from 80 documents identified through Scopus indexing. This research aims to assess the challenges and opportunities.