Year: 2025
Type: article
Abstract: : This studyexamineshowpersonalizationhasbeentransformingmodernmarketingstrategyand directly influencing the customer engagement metrics.Data from 2,500 customers and 150companiesacross different industrysectors of B2B and B2C environments were analyzed inthe study.The study employs a mixed-methods approach by combining the quantitative analysisof consumer interaction data and qualitative assessment of the user feedback.The study showsthat business firms that employed advanced personalization saw an increase of 28-47% forcustomerengagementmeasurements ,includingpurchasefrequency, increasedtimespentonplatforms,and brand loyalty to a certain extent. Key success factors in personalization wereidentifiedasrealtimetrackingofbehavior,AI-drivencontentcustomization,andcommunications relevant to contexts,besides the research discussed the critical challenges inimplementing personalization,which is related to concerns of data privacy-a 34% proportion ofsurveyed customers expresses anxiety over the data usage practices.The findings contribute toexistingliteratureontheeffectiveness ofdigitalmarketing,andatthesametimeprovidepractical insights to companies that want to optimize their customer engagement strategy.Thisstudy emphasizes the need for a balanced benefit of personalization with the expectations ofconsumerprivacyin developingsustainablemarketingstrategies
Authors: Dheena V, Dr. P. Elantheraiyan
Institution: Institute of Science and Technology
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4409728289