Meta has published a new report, in partnership with Deloitte, which looks at the value of personalization in ads, and how data-based personalization enables businesses to tailor their products, services, and experiences to people’s individual preferences.
Which, Meta says, ultimately drives more customer loyalty, and more benefits for consumers.
As per Meta:
“Personalized ads enable growth because they work - they make it easier and faster for people to find products and services they’re looking for, and they make it possible for entrepreneurs to start, grow and market their businesses, significantly enhancing economic productivity.”
Which sounds very similar to the explanations that Meta has put forward in its efforts to push back against changes to EU regulations around data tracking, and enabling users to opt out of such in its apps.
Meta has repeatedly noted that data-based personalization is actually a benefit, and this report looks to highlight some of those key considerations.
First off, the report highlights the consumer value of personalization, noting that:
“Brands can use personalization to create more meaningful interactions with their customers by matching products, services and experiences to individual preferences, needs and behaviors. When consumers encounter marketing efforts that feel familiar and relevant, they’re more likely to take notice, driving not only feelings of value, recognition and exclusivity that foster loyalty but also boosting conversion rates and overall customer satisfaction.”
Indeed, according to a 2024 study by Deloitte, 80% of U.S. consumers are more likely to make a purchase when brands offer personalized experiences.
In addition to this, 78% of consumers want personalization that saves them money, while 73% of EU consumers responded positively to seeing an ad with useful information for a product/service they intended on buying.
So there are clear benefits, and the report highlights the how and why of establishing personalization within your marketing process, and how you can build trust with your audience through such measures.
The report also looks at the fundamentals of using personalization in a considered manner, which imbues trust with your customers.
While there are also notes on how brands can enact a responsible, and responsive, personalization plan, which aligns with both concerns about data collection, and the capacity to intake user info.
The report essentially provides a framework for an effective personalization strategy, while also arguing the benefits of such, and why regulators should allow responsible brands to utilize this info.
Which, again, likely relates to Meta’s ongoing argument with EU authorities over their increasingly stringent data protection rules, and restrictions on Meta’s ad models around such.
And the case is compelling, while there are also some valuable considerations for brands looking to ensure that they use customer data in a responsible way.
