The push and pull of personalization

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Brands have more information than ever on who consumers are and what they’re doing, but that information is often lost in the shuffle of a disappearing cookie, an outdated email address or a poorly connected tech stack. This impacts not only the brand’s ability to personalize a marketing or advertising message for the consumer, but also how the consumer experiences the brand. 

So, we asked consumers how they really feel about personalized, relevant advertising and marketing to better understand when they feel seen by brands and when (and why) they may feel ignored or misunderstood. The results help us understand how marketing can be helpful and additive for consumers, and when it may detract from the brand experience. 

Key insights from the survey:

  • 65% of respondents say brands have become better at personalizing advertising and marketing the past few years but 91% see at least one irrelevant ad every single day. 
  • 76% of respondents say they view brands negatively when they include inaccurate information about them in their advertising and messaging. 
  • Only 45% of respondents feel they have some control over how brands engage with them. 

Download the full report for the findings and analysis.