Personalization in Marketing Communications and Purchase Intent in Egypt
DOI:
https://doi.org/10.47672/ijms.2134Abstract
Purpose: The aim of the study was to assess the personalization in marketing communications and purchase intent in Egypt.
Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.
Findings: The study consistently showed that tailored messages, customized offers, and personalized experiences lead to higher levels of engagement, trust, and ultimately, conversion rates. Consumers respond positively to marketing content that addresses their specific needs, preferences, and pain points, leading to a greater likelihood of making a purchase. Additionally, the use of data-driven personalization techniques, such as behavioral targeting and predictive analytics, has further enhanced the effectiveness of personalized marketing campaigns in driving purchase intent. Overall, personalization is a powerful strategy that fosters stronger connections between brands and consumers, resulting in increased sales and customer satisfaction.
Implications to Theory, Practice and Policy: Social identity theory, technology acceptance model and cognitive dissonance theory may be used to anchor future studies on assessing the personalization in marketing communications and purchase intent in Egypt. In terms of practical applications, marketers should invest in advanced data analytics and machine learning algorithms to gather and analyze consumer data effectively. From a policy perspective, advocating for data privacy regulations and ethical guidelines is crucial to ensure the responsible use of consumer data in personalization efforts.
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