The Effectiveness of Advertising Personalization

Abstract

Advertising has always been associated with people, making an impact on their behavior and the way they think, in addition to shaping perceptions and changing lifestyle. Informing, affecting, entertaining or persuading were the objectives of Advertising. In today’s digital world, Information technology changed the game. Imposing new channels and different contents, where high quality components, reachability and interactivity affecting the advertising process in general. The ability to communicate on a mental, sensual and emotional level, 24/7 and above all the instant feedback makes people insights the core of this process. Understanding people became crucial for advertising effectiveness, and the only criterion for its success. It is getting deeper and more centered on human psychology to understand believes, motives and insights. Research problem: People more than ever exposed to a huge number of advertising messages, affecting advertising negatively. Information technology and big data offered new tools. “Advertising personalization” considered one of the newest paradigms. Purpose: This research investigates the effect of personalization on advertising effectiveness. Through a psychological perspective based on measuring consumer’s attitudes toward personalized advertising and behavioral intention for interacting with it. Methodology: Mixed study; quantitative/quantitative research is adopted using online surveys, to explore consumer’s feedback towards personalized advertising. In addition to a focus group experiment to conclude the effectiveness through observing the level of interactivity