Marketing Insights

Personalization, Consumer Attitudes, and Marketing Strategy

One of the most important trends in today’s digital marketing landscape is personalization. While personalization has been present in the digital marketing world for a while now, consumers have only recently come to accept and expect personalization in the way in which brands interact with them online.

Amazon and other eCommerce companies were the first to push the personalization envelope. They utilized retargeting methods which caused items you looked at but didn’t buy to follow you around the internet in advertisements.

Yet, today, the degree of personalization in marketing has only increased. Options include personalized landing pages that change based upon the type of ad delivered or the location of the user. Dynamic ads – even in CTV – can provide customized, personalized ads to each consumer based upon their needs.

Personalization even extends beyond advertising and into experiences. Hotel rooms, for example, can feature personalized messages on the television screen when you check in. Cosmetic companies offer online quizzes to provide personalized beauty routines.

What’s so special about personalization? It causes consumers to feel valued and known.

Recent studies indicate that consumer attitudes around personalization have changed. According to eMarketer Pro, consumers indicate that:

  • The experience a company provides is as important as its product or services.
  • They expect companies to understand their unique needs and expectations.
  • They expect companies to anticipate their needs.
  • They feel an emotional connection to the brands they buy from the most.
  • They expect offers to always be personalized.
  • They feel less than companies treat them as a number.

Personalization provides great opportunities for brands to cultivate lifetime value from their customers. It creates a relationship between the brand and the consumer.

Yet, it must be done correctly. Personalization done wrong – whether through miscategorizing a consumers’ interest or placing them at the wrong stage of the customer journey – can cause a negative experience. This is easy to avoid however, with careful tagging and tracking set-up.

If you or your brand would like to explore opportunities to personalize your marketing strategy, reach out to us through filling out the form below.


    Tim Whitley