Are personalized ads providing a useful enough experience to justify the use of consumer data? Digitas UK’s Leila Seith-Hassan asks brands to reassess whether they’ve gotten the value exchange quite right.
Customer loyalty and brand success go hand in hand. According to Marigold’s 2024 Global Consumer Trends Index, 63% of consumers surveyed say they will pay more to shop with the brands they’re loyal to. This loyalty isn’t just about brand preference; it’s also about the data brands collect and how they use it to create personalized experiences.
While this concept isn’t new, the technologies and marketing practices that enable brands to grow customer loyalty are continually evolving. Earlier this year, Google announced its decision to move away from the cookieless world, something we’ve been anticipating for the past four years. Of course, the role of AI is also at the forefront of this, allowing brands to deliver personalized experiences with …