Contemporary Technology & Hyper Personalized Marketing

Customer satisfaction is pivotal for any type of businesses. Rapid technological developments, changing market conditions and consumer behaviour etc., driving the marketers to act swiftly to meet the customer expectations and to retain the customer.

In the recent days, traditional marketing approach completely become fade and only negligibly amount deployed. Though it was considered strategic shift by the marketers based on emerging trends in every field of businesses, and it’s mandatory to stay on top to meet the competitions. With the use of modern technological advancements, marketers implemented customized approach like changing from broadcast to narrowcast media, instead of sending common messages to all, very specific to personalized communications based on their preferences, behaviour, demographic data that increases engagement and customer retention.

Off late, marketers started to engage with customers by tailored customer centric approach addressing to individual names, email, mobile number, dynamic website content, targeted ads, short message services and app notifications etc for effective personal communication using mass mail merging techniques. Customers also felt contented due to this customized approach created direct connect with marketers.  Currently, with the robust development of technologies like Artificial intelligence, machine learning and big data, it’s became one step ahead, taking advantage of smart device usage by customers around the world, customer data platforms (Gartner’s 2024) are core systems that unify all cross-channel data’s eventually leads to feeding to personalization engines. The entire gamut of customer patterns and behaviour, easily identified with the multiple touch points and real time analytics with the help of AI and ML, the hyper personalization become reality in these days. Evidence from leading media companies like Netflix, Spotify, Amazon recognized the trajectory positive with tremendous growth and driving consumption using personalized platforms such as playlists, artwork, thumbnails (Davenport 2023).Moreover, to maintain the customer interactions, customer management system tools like Salesforce ,HubSpot, Microsoft dynamic CRM, Pipedrive etc added advantages to the marketers to continue the customer engagement 24/7.

Though the tech boom is visible in the business landscape, many customers still naïve regarding the marketers’ nuances to increasing engagement and traffic that leads to exploitation. The biggest challenge from the customer perspective is privacy, marketers’ ethics and consumer acceptance. Its also suggested by many research scholars that, there is trade-off between personalization effectiveness and privacy compliance (Hardcastle et all ,2025). Hence, it’s the due responsibility of competent authorities to ensure the consumer rights and high level of governance.

The industry and marketers make sure their advanced technological tools enabling improved connectivity and convenience with consumers must adhere to the regulatory policy frameworks to protect private data of users. And marketers must have clear mandate to use ethical approach, utilizing data to delight customers in the right channel to enhance the profitability. As per the research reveal (PwC,2024) in middle east region companies facing cyber-attacks leads to loss of customer data and transaction details. Adding to protect consumer data, privacy-centric data practices (Jian et all,2024), clear policy to be in place to avoid mis-use personal data, leveraging customers digital footprints, behavioural patterns etc without customer consent.

Overall, the entire stakeholders and business community must come forward to educate and deliver quality product and services to customer satisfaction with the ethical approach. In the era of digital inequality, mental health concerns, platform like You-tube, Instagram, Tik Tok use algorithms that increases screen time that leads to addiction and attention economy. Hence, neither individual user must be aware about all these developments nor marketers educate their respective customers well-being.  Any data gathering from consumer touch points must undergo customer consent and utilized only for consumer benefits. The legacy of top brands underwent abundant number of changes in their strategies in the past for their corporate development not at the cost of end users and companies with customer-centric never fail too. Any contemporary technology, complimenting and assisting corporate development must adhere to regulatory frameworks and to protect consumer privacy/rights etc. The overall ecosystem is for inclusive development for both customers and marketers.

References:

• Ghaffar, A., Arshad, A., Abbas, S., & Tahir, M. (2024). Artificial Intelligence in Information Technology: Enhancing Efficiency, Security, and Innovation A Descriptive Review. Spectrum of engineering sciences, 2(3), 289-309.
• Hardcastle, K., Vorster, L., & Brown, D. M. (2025). Understanding Customer Responses to AI-Driven Personalized Journeys: Impacts on the Customer Experience. Journal of Advertising, 54(2), 176–195. https://doi.org/10.1080/00913367.2025.2460985
• Jian, C., & Dan, D. T. (2024). The Emerging Challenges of Customer Relationship Management with Customer Data Platforms (CDP): Constraints and Perspectives.