The role of personalised marketing communication on brand experience in omnichannel marketing
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School of Business |
Master's thesis
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Date
2025-04-28
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Mcode
Degree programme
Master's Programme in Marketing
Language
en
Pages
91
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Abstract
Personalised marketing communication (PMC) has been a prominent tool for marketers to connect and build relationships with customers. Yet, among previous studies, little was done to investigate the role of personalised marketing in brand experience. Moreover, previous studies focused on the PMC of a single channel rather than evaluating the synergy across channels. Although attention is expected to be paid to brand experience on all channels and touchpoints in omnichannel marketing, the digital channel faces more challenges in carrying out brand experience. Therefore, this research attempts to discover the consumers' perspectives on PMC, explore PMC in the top prominent channels (email, website, and mobile app notifications), and examine its role in brand experience. This paper draws on relevant literature in personalised marketing and brand experience. It adopts the brand experience scale to explain the role of PMC in brand experience, studies the influence of elements such as involvement, product category, data privacy, and channel synergy on PMC and brand experience in omnichannel marketing. Based on 13 in-depth interviews focusing on a group of young consumers in Finland, the study shows that branded cues related to sense, emotion, behaviour, and cognition in PMC trigger responses in customers more effectively than relational, social, and pragmatic dimensions. Although the general perceptions towards personalised marketing communication are positive because of the benefits that consumers receive, their perceptions deviate at the channel level and in the forms that PMC takes. Mixed attitudes toward PMC appear in email and mobile apps due to the overwhelming quantity of PMC and a lack of perceived control for customers. While no product category restriction for PMC is found, the synergy is not strong between online-offline channels or among online channels, which impedes the stimulation of brand experience. The threat from data privacy can be controlled by data transparency, but the linkage to overconsumption is more concerning. The findings also suggest that brands have a sensible timing for PMC to match the level of involvement of customers, as well as moderate and review their PMC strategy to deliver more dimensions of brand experience effectively.Description
Supervisor
Lindblom, ArtoKeywords
personalisation, personalised marketing, marketing communication, brand experience, customer experience, omnichannel marketing