Personalization across digital touchpoints: Evolution, customer experience, and psospects of artificial intelligence
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Journal Title
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School of Business |
Master's thesis
Authors
Date
2024
Department
Major/Subject
Mcode
Degree programme
Marketing
Language
en
Pages
46 + 17
Series
Abstract
Personalization is crucial in today’s competitive marketing environments. However, there is diversity in research regarding the best ways to implement personalization efforts. In addition, Artificial intelligence (AI) is expected to become a key factor in advancing personalization, specifically through the enhancement and optimization of marketing strategies. The primary question of this study aims to investigate the variation in personalization experiences across different digital touchpoints. It delves into consumer interactions with personalization initiatives at these touchpoints and evaluates their effects on both individual consumers and businesses. To support the primary question this study presents two subsidiary questions. The first subsidiary question explores the historical development of personalization at digital touchpoints by examining the evolutionary timeline. The second subsidiary question seeks to gain initial insights into how artificial intelligence (AI) can be applied to enhance personalization at these touchpoints, as well as its potential future roles in interactive marketing. The empirical section of the study adopts a qualitative approach. Data is collected through semi-structured interviews with marketing managers from three large companies. This empirical section aims to provide an understanding of how current personalization strategies are perceived within these companies, what kind of perspectives marketing experts have on the subject, and how AI might redefine marketing. As a practical outcome, this study offers marketing managers insights into effective personalization strategies at selected touchpoints. It suggests that personalization on websites may be received more favorably than on social media channels. Furthermore, the research provides early indications of how AI may influence future marketing practices and impact marketing interactions.Description
Thesis advisor
Frösén, JohannaKeywords
personalization, digital touchpoint, artificial intelligence, marketing interaction, personalized marketing, catalog marketing, marketing communications, website