How do consumers perceive personalization in advertising?

65% of respondents – according to the report “The push and pull of personalization. How consumers perceive personalization across marketing and advertising, developed by Epsilon, claims that brands have become increasingly better at personalizing advertising and marketing activities over the last few years. However, as many as 91% of respondents see at least one irrelevant advertisement a day.

Personalization has become a key element in building bonds between brands and their customers. Do consumers really appreciate the efforts put into personalized messages, or do they feel ignored or misunderstood? Research indicates interesting trends that are worth taking a closer look at.

According to data published by Epsilon, two-thirds of respondents believe that brands are becoming better at personalizing advertising and marketing activities. However, almost all respondents (91%) see at least one irrelevant ad every day. 

Epsilon's research shows that people pay particular attention to marketing and advertising from brands that actually understand them. When an advertisement presents a product that the consumer actually needs or desires, as many as 61% of respondents engage in the marketing message. 

What other situations prompt consumers to engage with your message? 

• >> 60% of respondents decide to interact with a marketing message or advertisement when they know and like the brand. 
• >> 41% of respondents answered that their involvement in advertising was related to the atmosphere (content, image, text) that the brand created in the advertisement. 
• >> 36% of surveyed consumers liked the message conveyed by the advertising message.
• >> 25% of respondents felt that the brand was tailored to their interests and preferences. 

In the context of the data published by Epsilon, the question must be asked: how can we further personalize marketing and advertising messages to better meet customer needs and expectations. The answer may be the key to building lasting relationships with customers and increasing the effectiveness of marketing activities.

– Brands today have more data about their customers than ever before. Nevertheless, we still deal with advertisements that do not precisely reach the recipients they should reach. Such imprecise actions may not only affect the brand's image, but also the way consumers perceive the message. Three-quarters of respondents in the Epsilon survey said they have a negative perception of brands that use inaccurate consumer data in their messages, e.g. advertising of children's products is aimed at people who do not have children. – says Agata Florczak, Business Integrated Manager at Audience Media Group, a Polish media group providing effective digital marketing solutions, and adds: – Rozwiązaniem w takiej sytuacji może być reklama kontekstowa. Według raportu firmy Nielsen „2023 Consumer Survey Report: How consumers response to macroeconomic events can inform marketing strategies”, konsumenci są bardziej otwarci na reklamy, gdy są one prezentowane w odpowiednich kontekstach. To kontekst ma bowiem największy wpływ na odbiorcę.