The Role of Personalization in Modern Digital Marketing: How Tailored Experiences Drive Consumer Engagement
Year: 2024
Type: article
Abstract: This article examines the role of personalization in modern digital marketing and its impact on consumer engagement. It begins by exploring the fundamentals of personalization, defining it in the context of marketing, and identifying different types of personalization techniques. The article highlights the crucial role of data collection and usage in personalization, addressing ethical and privacy concerns. It also discusses how personalization enhances the user experience and the metrics used to measure consumer engagement. The challenges marketers face, such as technological barriers and the risks of over-personalization, are analyzed. Lastly, the article looks ahead to future trends, including the rise of artificial intelligence and hyper-personalization, as well as the growing use of automation to further refine tailored marketing strategies.
Source: Strategic management insights.
DOI: 10.70088/0v98zt16
Author: Huanyu Liu
Institution: Johns Hopkins University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4404772466