Tech series: The power of personalization

Personalized advertising uses data points based on who a customer is to increase an ad’s relevancy. These data points are based on data such as demographics, specific information such as niche interests, behavioral patterns and buying intent.

Research shows over and over again that consumers prefer a digital experience that is more personalized to them. With this said, a study found that 90% of consumers who received some sort of message from a brand/company that was not relevant to them, were annoyed.

One could say consumers play a big role in digital advertising – and in fact, are the ones who changed digital advertising today. By voting with clicks and engagement and responding negatively to spam, consumers have shown that they were more interested in relevancy.

It was said that by 2020, customer experiences would overtake price and product as the key brand differentiation according to Frost & Sullivan and this is definitely seen today. With this said, success lies in creating personalized experiences, where customers can feel a connection to the brand/company. This connection makes customers feel valued and appreciated.

1. 91% of consumers are more likely to shop with brands who provide relevant offers and recommendations (source)
2. 80% of customers are more likely to purchase a product or service who provide personalized experiences (source)
3. 90% of consumers are willing to share their behavioral data if it improves their online shopping experience (source)
4. 89% of digital businesses are investing in personalization including Coca-Cola, Netflix and Sephora (source)
5. Brand loyalty among millennials increases by 28% on average if they receive personalized marketing communications (source)

Consumers today expect personalization for better experiences. With this, personalization requires tech industries to align and structure around the customer.

With the increase in technology today, creating these personalized experiences is becoming easier and will serve companies/brands success in the long run.

Adacado sits at the nucleus of personalization in advertising; as a data driven dynamic creative platform, we are the last mile of the ad delivery process, assembling the most relevant content into the right personalized ad for the advertiser and the consumer. 

Results tell the story; personalized ads deliver better connections.