THE ROLE OF INFORMATION TECHNOLOGY IN REVOLUTIONISING MARKETER’S APPROACH TOWARDS PERSONALIZED ADVERTISEMENT

Authors

  • Abhijit Majhi , Abhijit Chirputka

Abstract

Digital transformation is the key to the success of any business today. Unlike the
conventional approach, modern advertising media allows customers to interact with the web at a
much more personal and intimate level thereby collecting consumer data - likes, dislikes,
interests, and preferences. One of the main reasons for the high effectiveness of personalized
online advertising is the use of emerging IT solutions which have been playing a major role in
crafting impressive commercials, making it easier for marketers to target users at a very
personalized level. Objective of the study: The objective of this research paper is to review and
assess the role of Information Technology in delivering highly targeted personalized ads to the
consumers by understanding the concept of personalization. Research Methodology: The
research is basically qualitative in nature. This field has evolved over a period of time. So, it is
an exploratory study. The research is based on an analysis of various research papers and an
extensive literature review is used. It is based upon review and analysis of papers to arrive at a
framework of adoption of these technologies in personalized advertisemen

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Published

2020-12-01

How to Cite

Abhijit Majhi , Abhijit Chirputka. (2020). THE ROLE OF INFORMATION TECHNOLOGY IN REVOLUTIONISING MARKETER’S APPROACH TOWARDS PERSONALIZED ADVERTISEMENT. PalArch’s Journal of Archaeology of Egypt / Egyptology, 17(6), 4430 - 4451. Retrieved from http://mail.palarch.nl/index.php/jae/article/view/1694