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.

Takeaways

  • 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.

Definitions