Abstract
The digital world has become a household term, literary in all homes of the developed countries. Through the use of the internet the volume of transactions conducted online has increased a lot. Among the transactions conducted online are marketing and shopping. These transactions, not like other transactions lead to the exposure of personal details to third parties. When such personal details land in the wrong hands they can easily be used for unintended purposes. This essay will critically examine the contribution made by digital and direct marketing in raising the standards of people in different parts of the world. By carrying out this examination, the essay will make a comprehensive use of written literature on the topic. Being a current issue, the essay will exclusively make use of literature not more than five years old. The major threat to these marketing (identity theft) is analyzed in the light of its effects on the online shoppers, the online shops, the administrative bodies, and on the general community. The discussion of all these aspects will take into account the current real life incidences taking place in relation to the digital marketing and identity theft. The essay discusses the possible recommendations which can be put into action to help put the situation under control.
