The Value of Personalized Advertising for Brands and Consumers

An impressive 80% of consumers are more likely to make a purchase when a brand offers a personalized advertising experience, 90% of U.S. consumers find personalized marketing content somewhat to very appealing, and 99% of marketers say personalization helps advance customer relationships. With such a strong consensus, it’s safe to say that personalization has never been more in demand by brands and audiences alike.

Personalization used to be as simple as a barista remembering your order. Now, thanks to today’s technology, it spans everything from personalized messaging to custom product recommendations, ad targeting, dynamic website content, and more. In this article, we take a closer look at the world of personalization—its value for businesses and audiences, concrete examples and methods, ways to measure success, and how to find the personalization sweet spot between a pleasant surprise and a step too far.

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