MBA Paper: Getting to Know Me: Personalization Techniques in Online Marketing

This research paper addresses: Getting to Know Me: Personalization Techniques in Online Marketing.

Abstract
Traditional marketing efforts have used a one-to-many approach in mass communications. With advancements in technology, the Internet has developed systems to create a one-to-one relationship with the consumer through personalized marketing strategies. I have evaluated the current use of personalization and customization strategies, and discussed the current benefits as well as future opportunities for growth in the online environment. In addition, I address causes for concern that marketers must consider when leveraging the power of personalization strategies. The evaluation of personalized marketing clearly demonstrates the advantages that marketers enjoy with the use of data mining capabilities and two way communications, not readily and affordably available in traditional media channels. As a result, marketers are better prepared to offer consumers with what they want, when they need it, while attempting to provide the ultimate online experience.