Essays about: "personalization strategy"

Showing result 1 - 5 of 28 essays containing the words personalization strategy.

1. 1. eCRM PERSONALIZATION STRATEGIES : Influence of content personalization on consumer engagement performance of email marketing campaigns

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Daniela Rodriguez; [2023]
   Keywords : CRM; email marketing; content personalization;

   Abstract : Background: As personalization has become a common CRM strategy for companies to create valuable relationships with customers, users are receiving an increased amount of personalized communication, further research is needed on the influence of content personalization in specific channels, to improve customer engagement.  Purpose: This paper seeks to analyse the influence of eCRM content personalization strategies on the consumer engagement performance of email marketing campaigns building upon existing knowledge about the benefits and opportunities of personalization strategies. READ MORE

3. 2. Bringing Brands to Life: A study on the impact of brand anthropomorphism and personalization on advertisement attitudes in a social media context

   University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Author : Sofia Alm; Rebecca Åbom; [2023]
   Keywords : Brand Anthropomorphism; Personalization; Privacy Concerns; Brand Trust; Advertisement Attitudes;

   Abstract : Brand anthropomorphism is a frequently used marketing strategy to enhance a brand's humanlike features and characteristics. Businesses use brand anthropomorphism to increase their brands' appeal, likeability, and memorability for consumers. READ MORE

4. 3. Navigating Knowledge Management in a Technical Consulting Firm : Current Practices and Future Perspectives

   University essay from Uppsala universitet/Institutionen för samhällsbyggnad och industriell teknik

   Author : Oscar Dahlgren; Tobias Norlén; [2023]
   Keywords : Knowledge Management; Knowledge Management Strategy; Consulting Firm; Personalization; Codification;

   Abstract : Knowledge management and the strategy surrounding it has been highlighted as keys for achieving and maintaining competitive advantage, particularly for knowledge-intensive firms. Consulting firms are knowledge-intensive firms that generate revenue solely through offering the knowledge of their consultants, arguably making knowledge management even more crucial in their competitive fields. READ MORE

5. 4. "We'll tailor your experience"

   University essay from Lunds universitet/Institutionen för tjänstevetenskap

   Author : Kevin Sällberg; Almina Herrlin; [2022]
   Keywords : content personalization; interface personalization; customer experience; personalization strategy; enhanced value net approach; Social Sciences;

   Abstract : Personalization is a strategic way for retailers to tailor an experience based on information provided by the customer, to fulfill the individual's needs. It has been explored in great detail, resulting in benefits being revealed, as well as strategies being put forth. READ MORE

6. 5. Programmatic Advertising : Effective marketing strategy or invasion of privacy - A study of consumer attitudes towards Programmatic Advertising

   University essay from Södertörns högskola/Företagsekonomi

   Author : Endi Bolkvadze; Rebecka Ekblad; [2022]
   Keywords : Online marketing; Programmatic Advertising; Personalization; The Personalization-privacy paradox; The privacy calculus theory; The utility maximization theory; Personalized ads;

   Abstract : Digital marketing is constantly adapting and evolving in line with technological advances. One of these advances is the digitalization, which has given rise to Programmatic Advertising (PA). In order to practice PA, the companies need to collect data about consumers' preferences and personal interests. READ MORE