At a glance

Publicis Media agency Zenith carried out global research into what consumers ‘like’ and ‘expect’ from personalised communications, e-commerce and customer services experiences.

Why it matters

Despite concerns around privacy and the use of customer data, consumers are increasingly coming to expect personalised communications and experiences from brands.


  • The appreciation of personalisation varies dependent on the age of consumers, brand category, and the types of experience that advertisers are providing.
  • Frequency is a major concern, and brands must be careful when determining the best time to re-engage with consumers – an issue made harder by ‘walled garden’ digital platforms.
  • In light of the on-going demise of the third-party cookie, brands will be hindered in their efforts to personalise messaging unless the industry coalesces around a new, “universal ID” system.