The Role of Personalized Marketing in Business- Customer Relationships

The idea of personalized marketing lies in creating a unique customer experience and delivering products / services / messages that are relevant to it. The need for it came as every day more and more customers are being targeted by a large number of ads and this has already created so much annoyance for people that they are now trying to avoid them. Modern data sources today are considered to be data collected from smartphones and social networks. Seeing this dilemma what we have tried to understand through this research is whether customers want their shopping experience to be more personalized and whether they are willing to share personal information with companies in return. To achieve a deeper understanding of the research topic and question as well as to test the hypotheses it was decided to use both qualitative and quantitative methods