Influence of Information Technology on Personalized Marketing and Customer Retention Strategies

Abstract

IT is central to personalized marketing and customer retention strategies in present day context for industries operating in the fast emerging digital environments. This study dives deep into the question of how IT transforms and supports customization of marketing communications, and how it implements and utilizes particularly data analytics and artificial intelligence as well as CRM in individualized marketing approaches. While presenting case studies and reviewing the literature, the study demonstrates how various industries use IT tools to analyze consumers’ behavior, market segmentation, and the consequent personalization of experiences to enhance customers’ satisfaction and loyalty. In addition, this paper examines the role of IT in enabling personalized marketing for customer retention and discusses the strategic enablers including predictive analytics and automated communication necessary for customer retention. This research’s conclusion indicates that companies adopting IT-based personalisation strategies are likely to add more value on customer lifetime and enhance sustainable competitive advantages and growth in the growing market.

Keywords: