The Effectiveness Of Personalized Advertising Strategies In Improving Customer Engagement And Conversions In Liberia

Abstract

The paper aims at examining the effectiveness of personalized advertisements in engaging the Liberian consumers and converting them into customers due to the increasing trendiness of Digital Advertising in Liberia. This paper explores how personalized adverting is functionality help in developing deep and values consumer-brand relationship but on a flip side they raise issues to do with privacy and protection of information. Our study results concluded that personalized ads strategies had a significant positive relationship with customer conversion in Liberia. Also, personalized ads strategies increase customer engagements which promotes customer conversion. Furthermore, the study highlighted 4 main challenges facing organization using personalized ads strategies in Liberia with majority of respondents mentioning cost of personalization marketing strategy, followed by technological complexity, data availability and privacy and ethical concerns. The study recommended strategies to solve the dilemma of offering appropriate personalization to customers in a way that will not harm their trust as more consumers become informed about data privacy in Liberia. This entails determining the effect that personalized ads generate in terms of customers’ participation, the relationship between personalization and sales, and various ethical issues that personalize ads present.