As the number of ad - blockers and their disruptive potential to advertisers and publishers increase , there is a trend towards personalised marketing and customer engagement that can result in higher revenue and increased brand affinity and loyalty . A single view supports seamless interactions across multiple channels and devices. In a recent Accenture survey , 73 % of consumers said they would prefer to buy from people who make their shopping experience more relevant , based on their personal preferences . With specific brands , marketers have an opportunity to build personalised relationships , through real - time , location - based marketing , one - to - one marketing according to customer preferences and/or seamless multi - device interactions .
As the number of ad - blockers and their disruptive potential to advertisers and publishers increase , there is a trend towards personalised marketing and customer engagement that can result in higher revenue and increased brand affinity and loyalty . In a recent Accenture survey , 73 % of consumers said they would prefer to buy from people who make their shopping experience more relevant , based on their personal preferences . With specific brands , marketers have an opportunity to build personalised relationships , through real - time , location - based marketing , one - to - one marketing according to customer preferences and/or seamless multi - device interactions .