Session
Management, Business and Economics
Description
The idea of personalized marketing lies in creating a unique customer experience and delivering products / services / messages that are relevant to it. The need for it came as every day more and more customers are being targeted by a large number of ads and this has already created so much annoyance for people that they are now trying to avoid them. Modern data sources today are considered to be data collected from smartphones and social networks. Seeing this dilemma what we have tried to understand through this research is whether customers want their shopping experience to be more personalized and whether they are willing to share personal information with companies in return. To achieve a deeper understanding of the research topic and question as well as to test the hypotheses it was decided to use both qualitative and quantitative methods.
Keywords:
personalized marketing, clients, ads, information, marketers, targeting
Session Chair
Bashkim Nurboja
Session Co-Chair
Florin Aliu
Proceedings Editor
Edmond Hajrizi
ISBN
978-9951-437-96-7
First Page
105
Last Page
112
Location
Lipjan, Kosovo
Start Date
31-10-2020 3:15 PM
End Date
31-10-2020 4:45 PM
DOI
10.33107/ubt-ic.2020.295
Recommended Citation
Domniku, Mirjeta; Mustafa, Lebeat; and Bajraktari, Ejona, "The Role of Personalized Marketing in Business- Customer Relationships" (2020). UBT International Conference. 445.
https://knowledgecenter.ubt-uni.net/conference/2020/all_events/445
Included in
The Role of Personalized Marketing in Business- Customer Relationships
Lipjan, Kosovo
The idea of personalized marketing lies in creating a unique customer experience and delivering products / services / messages that are relevant to it. The need for it came as every day more and more customers are being targeted by a large number of ads and this has already created so much annoyance for people that they are now trying to avoid them. Modern data sources today are considered to be data collected from smartphones and social networks. Seeing this dilemma what we have tried to understand through this research is whether customers want their shopping experience to be more personalized and whether they are willing to share personal information with companies in return. To achieve a deeper understanding of the research topic and question as well as to test the hypotheses it was decided to use both qualitative and quantitative methods.