{"id":6799,"date":"2021-12-31T12:23:31","date_gmt":"2021-12-31T10:23:31","guid":{"rendered":"https:\/\/blogit.lab.fi\/labfocus\/?p=6799"},"modified":"2021-12-31T12:29:42","modified_gmt":"2021-12-31T10:29:42","slug":"new-customers-demand-for-personalized-advertising","status":"publish","type":"post","link":"https:\/\/blogit.lab.fi\/labfocus\/new-customers-demand-for-personalized-advertising\/","title":{"rendered":"New customers\u2019 demand for personalized advertising"},"content":{"rendered":"\n<p>The recent outbreak of Covid-19 has posed urgent challenges to businesses within the Travel and Tourism industry: the changing consumer behavior and their new purchasing habits and expectations for products and services, which have given dramatic rise to personalized advertising (Jernigan et al. 2021). A successful personalized advertising strategy necessitates efforts from businesses to accurately identify factors to improve customers\u2019 attitudes towards and acceptance of it (Deloitte 2021). Thereby, a quantitative study (Ho 2021) was carried out by the end of June 2021 identifying critical factors influencing customers\u2019 attitude and acceptance of personalized advertising. Suggestions from the study can be applied by companies to attain positive attitude and acceptance towards personalized advertising from targeted customers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Audio-visual personalized advertising is up in demand<\/h2>\n\n\n\n<p>Customers expect personalized advertising to be more informative, entertaining, and visually attractive. Specifically, the entertainment aspect of personalized advertising should be taken seriously by adding games, jokes, graphics, and memorable jingles to advertisements. Likewise, information in personalized advertisements should be up to date with the latest trends to grab customers\u2019 attention. Further, using few words or a combination of words and images and (or) sounds will assist in enhancing the informativeness of personalized messages. Besides, more efforts should be put on the visualization of personalized advertisements by adding more images within texts, combining color philosophy with advertising visual design, developing brand vectors, etc. (Ho 2021.)<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/blogit.lab.fi\/labfocus\/wp-content\/uploads\/sites\/8\/2021\/12\/751_2021_Understanding-personalized-advertising-1-1024x512.jpg\" alt=\"People working on computers by a table.\" class=\"wp-image-6801\" srcset=\"https:\/\/blogit.lab.fi\/labfocus\/wp-content\/uploads\/sites\/8\/2021\/12\/751_2021_Understanding-personalized-advertising-1-1024x512.jpg 1024w, https:\/\/blogit.lab.fi\/labfocus\/wp-content\/uploads\/sites\/8\/2021\/12\/751_2021_Understanding-personalized-advertising-1-300x150.jpg 300w, https:\/\/blogit.lab.fi\/labfocus\/wp-content\/uploads\/sites\/8\/2021\/12\/751_2021_Understanding-personalized-advertising-1-768x384.jpg 768w, https:\/\/blogit.lab.fi\/labfocus\/wp-content\/uploads\/sites\/8\/2021\/12\/751_2021_Understanding-personalized-advertising-1.jpg 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption>Image 1. Audio-visual is increasingly in demand from customers (Henry n.d.)<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Avoiding ad irritation<\/strong><\/h2>\n\n\n\n<p>Personalized advertising may cause irritation to customers because they offer low fit with their needs and (or) appear at an Personalized advertising may cause irritation to customers because they offer low fit with their needs and (or) appear at an overwhelming frequency and (or) raise concerns of personal privacy infringement (Baek and Morimoto 2012). As a result, it can lower the chances of personalized advertisements being considered and accepted by customers. Managers and advertisers should avoid sending ads en masse, without regard to the interests of their target audience to avoid irritation, distrust, and frustration from customers. (Ho 2021.)<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#b3edfb\">Authors<br><br><strong>Nhi Ho<\/strong> is a graduate student of Tourism and Hospitality Management at LAB University of Applied Sciences. Her focus lies in marketing and communications, advertising, and digital innovations.<br><br><strong>Sami Lanu <\/strong>is Senior Lecturer at LAB University of Applied Sciences. He specializes in the world of international business and digital innovations.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">References<\/h3>\n\n\n\n<p>Baek, T. &amp; Morimoto, M. 2012. Stay Away From Me.&nbsp;Journal of Advertising. Vol.41(1), 59-76. [Cited 09 Dec 2021]. Available at: <a href=\"https:\/\/doi.org\/10.2753\/joa0091-3367410105\"><\/a><a href=\"https:\/\/doi.org\/10.2753\/joa0091-3367410105\">https:\/\/doi.org\/10.2753\/joa0091-3367410105<\/a><\/p>\n\n\n\n<p>Deloitte. 2021. The future of hospitality: Uncovering opportunities to recover and thrive in the new normal. Canada: Deloitte. [Cited 09 Dec 2021]. Available at: <a href=\"https:\/\/www2.deloitte.com\/content\/dam\/Deloitte\/ca\/Documents\/consumer-industrial-products\/ca-future-of-hospitality-pov-aoda-en.pdf\">https:\/\/www2.deloitte.com\/content\/dam\/Deloitte\/ca\/Documents\/consumer-industrial-products\/ca-future-of-hospitality-pov-aoda-en.pdf<\/a><\/p>\n\n\n\n<p>Ho, N. 2021. Investigating Factors Affecting Customers\u2019 Attitude and Acceptance of Online Personalized Advertising \u2013 The Case of The Hotel Sector in Viet Nam. [Cited 09 Dec 2021]. Available at: <a href=\"https:\/\/urn.fi\/URN:NBN:fi:amk-2021121425879\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/urn.fi\/URN:NBN:fi:amk-2021121425879<\/a><\/p>\n\n\n\n<p>Jernigan, D., Padon, A., Ross, C. &amp; Borzekowski, D. 2021.&nbsp;Self-Reported Youth and Adult Exposure to Alcohol Marketing in Traditional and Digital Media: Results of a Pilot Survey. Journal of Alcoholism: Clinical and Experimental Research. Vol.41(3), 618-625. [Cited 09 Dec 2021]. Available at: <a href=\"http:\/\/doi.org\/10.1111\/acer.13331\">http:\/\/doi.org\/10.1111\/acer.13331<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Images<\/strong><\/h3>\n\n\n\n<p>Image 1. Henry, M. n.d. Business Team Meeting in Boardroom. [Cited 09 Dec 2021]. Available at: <a href=\"https:\/\/burst.shopify.com\/photos\/business-team-meeting-in-boardroom?c=business\">https:\/\/burst.shopify.com\/photos\/business-team-meeting-in-boardroom?c=business<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The recent outbreak of Covid-19 has posed urgent challenges to businesses within the Travel and Tourism industry: the changing consumer behavior and their new purchasing habits and expectations for products and services, which have given dramatic rise to personalized advertising (Jernigan et al. 2021). A successful personalized advertising strategy necessitates efforts from businesses to accurately [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":6800,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[3223,3222],"class_list":{"0":"post-6799","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-innovations_fi","8":"tag-advertising","9":"tag-personalization","10":"czr-hentry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>New customers\u2019 demand for personalized advertising - LAB Focus<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogit.lab.fi\/labfocus\/new-customers-demand-for-personalized-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"fi_FI\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New customers\u2019 demand for personalized advertising - LAB Focus\" \/>\n<meta property=\"og:description\" content=\"The recent outbreak of Covid-19 has posed urgent challenges to businesses within the Travel and Tourism industry: the changing consumer behavior and their new purchasing habits and expectations for products and services, which have given dramatic rise to personalized advertising (Jernigan et al. 2021). 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