Which of the following best captures a primary consumer privacy concern in mobile marketing?

• A. Too few tracking capabilities.
• B. Tracking customers without clear permission.
• C. Too much focus on print media.
• D. Lack of digital coupons.

Answer: (B)

In mobile marketing, consumer privacy hinges on permission to track. When apps collect data such as location, usage patterns, or device identifiers and share it with advertisers without the user’s clear agreement, it creates a privacy risk and can erode trust. The best answer captures this concern because it centers on obtaining explicit opt-in consent, ensuring transparency about what data is collected and how it’s used, and providing easy ways to opt out or revoke permission. The other options miss the core issue: having too few tracking capabilities isn’t a privacy concern, and focusing on print media or lacking digital coupons relates to marketing tactics rather than privacy.