How can companies balance the need for data privacy and security with the demand for personalized and targeted marketing in today's digital age?

Companies can balance the need for data privacy and security with personalized marketing by implementing robust data protection measures, such as encryption and access controls. They can also obtain explicit consent from customers before collecting and using their personal data for marketing purposes. Utilizing anonymized data and limiting the amount of personal information collected can help strike a balance between privacy and personalized marketing. Additionally, companies can be transparent about their data practices and provide customers with options to control how their data is used for marketing.