Are Consumers Warming to Personalized Marketing Services? - eMarketer

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eMarketer Brief

Are Consumers Warming to Personalized Marketing Services?

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Brief Summary

As digital technology becomes more sophisticated, retailers and other brands are collecting and analyzing more customer data. This data is being used to microtarget campaigns and offer a “personal touch.” But even as consumers become more aware of these efforts, they are not always pleased. Some well-intentioned attempts at personalization still come off as creepy and intrusive—and consumer opinions have been slow to change.

Key Insights

  • Consumers still find many types of personalization services to be creepy, but marketers appear to be making some headway in their acceptance.
  • Shoppers are more likely to have favorable views of personalization services that save them money. They look less favorably on services that attempt to sell them things based on their behavior.

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