Personalization in Marketing: Customizing the Customer Experience for Greater Engagement

Abstract

In the realm of marketing, personalization refers to the strategic approach of designing and creating content and products that align with the specific preferences of individual customers. By tailoring offerings to customer preferences, businesses can effectively reduce customer fatigue and the time required for decision-making, ultimately alleviating cognitive load. Despite its significance, the existing body of literature on personalized marketing lacks a comprehensive review that consolidates the intellectual structure of the field. By thoroughly examining 383 publications, this study uncovers trends in publication and citation, identifies the most prolific authors, journals, and publications, and highlights six major themes that define the knowledge base of personalized marketing. These themes include personalized recommendations, personalized relationships, the personalization-privacy paradox, personalized advertising, the concept and discourse of personalization in marketing, and customer insights in personalized marketing. In conclusion, this study suggests future research directions for personalized marketing, emphasizing the exploration of new-age technologies such as artificial intelligence, big data, blockchain, the Internet of Things, and wearables. By leveraging these technologies, businesses can discover innovative methods to curate personalized experiences across both online and offline channels.