The push and pull of personalization

It’s a simple but loaded question: when does personalized marketing make you feel seen, and when does it make you feel like a brand got you all wrong?

Today, brands have more data and better tools than ever to market to their consumers. Meanwhile, consumers have gotten savvier, busier and quicker to tune out anything that misses the mark.

In this report, we set out to understand how consumers really feel about personalized marketing from brands—what influences them to buy (or not buy) and why.

What we found is that personalization is still very much a two-way street. Consumers pull brands closer when it’s done well and push them away when it’s not, making the nuances of personalization all the more important for marketers.

In the report, we explore:

• Why consumers choose to engage with marketing—and what keeps them going’
• The upside of getting personalization right and the cost of getting it wrong
• How consumers feel about personalization today, and
  where brands are falling short
• What makes ad creative feel “off,” and what that does to brand perception
• Why frequency and cross-channel consistency matter more than ever

Download the full report for the findings and analysis.