Personalization or adapting communication to individual customers has been one of the main trends in marketing practices for several years. Advances in data collection methods, analytics, digital electronics, and digital economy have allowed marketers to use more effective, realistic, and long-lasting user experience personalization tactics. The market for personalized marketing practices is already developed today, which means that consumers are exposed to it. Personalized marketing practices also include personalized advertising messages. Consumers encounter different types of ads, directly on selected websites and through other channels. Many companies use personalized messages as a way to build a relationship with consumers. However, personalization is a sensitive area today and is often associated with privacy issues and customer irritation. Several factors affect a consumer’s attitude toward a chosen personalized message. The theory of the author's Jun and Lee (2007), define perceived personalization, informativeness, entertainment, credibility, and irritation as decisive. With the help of empirical research, we tried to show the impact of these factors on the consumer's attitude toward the selected personalized advertising message - emails, web banners, and pop-ups. Based on the obtained data and the performed analysis, we found that informativeness, entertainment, and credibility have the greatest impact on the consumer's attitude towards personalized messages. The factors personalization and irritation have almost no impact.
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