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Author
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Christian Brandt
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Year
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2021
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Publisher
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Copenhagen Business School
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Abstract
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Personalized marketing has become a common practice in online digital advertising, where ads are tailored to users based on their interests and online behavior. Advances in internet technology, software, and data analytics have made this strategy more effective than traditional mass marketing. In the past, one-to-one marketing was expensive and difficult, but digital platforms now make it easier and more efficient. However, personalization relies heavily on collecting users’ personal data, which raises privacy concerns. As targeted advertising increases, competition among marketers to capture consumer attention has also intensified. This has led to a stronger demand for consumer data. At the same time, many consumers are becoming more aware of how their data is used and feel uncomfortable with intrusive personalized ads. This creates a challenge for advertisers who want to attract attention without causing negative reactions. Researchers are therefore exploring ways to balance effective personalization with consumer privacy and trust.
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Language
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English