A typology of personalisation practices in marketing in the digital age

Abstract

One reflection of the digital age is creating personalised experiences in different ways by collecting and processing personal level information about individuals. Understanding and explaining this process can be beneficial both for marketing researchers and practitioners. This study aims to review and integrate decades of research on personalisation and practical applications in marketing to provide a comprehensive classification system for such personalisation. In this context, personalisation studies and practices are examined using two different approaches: the first based on the methods and modes of communication and the second based on the type of information being presented. Determined methods and modes of communication include self-reference, anthropomorphism, and system characteristics. The types of information presented in this study are individual-level, social-level, and situation-based. Based on our typology of personalisation, we discuss the topic using the extant literature and offer contributions, limitations, and suggestions for further research.