PERSONALISED OFFERS IN DIRECT MARKETING: IMPACT ON SALES AND CUSTOMER LOYALTY
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https://doi.org/10.5281/zenodo.20594888##article.subject##:
personalisation, direct marketing, customer loyalty, sales, targeted advertising, email marketing, artificial intelligence, consumer behavior, personalised offers, digital marketing.##article.abstract##
This article examines the role of personalised offers in direct marketing and their impact on
consumer behavior. Modern approaches to personalisation based on data analytics and artificial intelligence
are analysed, along with their effectiveness in increasing sales and strengthening customer loyalty. Examples
of successful personalisation strategies used in email marketing, SMS campaigns, push notifications, and
targeted advertising are presented. Particular attention is paid to the influence of personalised offers on
consumer engagement, brand trust, and the development of long-term customer relationships
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