Personalisierung im digitalen Marketing

: Chancen, Risiken und Anwendungsmöglichkeiten

Abstract

Digital marketing has changed dramatically as a result of advancing technological developments. In this dynamic environment, personalisation is an essential approach to help companies differentiate themselves and meet the individual needs of their customers. The aim of this thesis is to examine the opportunities and risks of personalisation in digital marketing, with the main research question being: ‘What are the opportunities and risks of personalisation in digital marketing?’. For a structured approach, the question was divided into two sub-questions: ‘What is personalisation?’ and ‘What are the possible applications of personalisation in digital marketing?’. The aim of the thesis is to shed light on the theoretical foundations of personalisation and to complement these with practical insights from expert interviews. To answer the research questions, a literature review was first conducted to create a sound theoretical basis. Building on this, semistructured expert interviews were conducted in a qualitative study to analyse practical aspects. The interviews were analysed using a summarising, structuring qualitative content analysis according to Mayring. The literature research was conducted in February and March 2025, the interviews in April 2025. The theoretical study revealed that personalisation means adapting elements of the marketing mix to the needs and preferences of the target group. There are various definitions and classifications. Personalisation can be applied to numerous digital channels such as websites, email, social media and search engines. Opportunities cited in the literature include increased customer satisfaction, loyalty, engagement, profit and sales performance. Marketing can become more effective and purchase intent can increase. The main risks lie in the area of data, in particular data protection concerns and challenges with data quality, volume and availability. There is also the risk of customer irritation in the event of inappropriate implementation. The empirical results of the expert interviews are largely in line with the literature. Experts confirm opportunities such as increased ad relevance, increased engagement, higher brand loyalty and positive effects on KPIs such as CTR, CR and ROAS. The biggest risks mentioned were also the investment required, the risk of customer irritation, data protection concerns and an inadequate database. The interviewees considered data protection to be the most substantial risk. The role of future technologies such as AI is emphasised, particularly with regard to increasing efficiency in text generation and data analysis. However, the implementation costs can represent a hurdle for smaller companies. The results underline the high relevance of data management and data protection for successful personalisation.

Date of Award	2025
Original language	German (Austria)
Supervisor	René Riedl (Supervisor)