July 27, 2026 Global Marketing & Branding News. Today’s issue selected by Soulpapa Marketing.
View Original (mckinsey.com) →
71% of consumers expect personalized interactions, and 76% find it frustrating when they don’t.
Post-pandemic, three-quarters of consumers changed where they shop, what they buy, and how they buy it. Over 80% said they intend to stick with those new ways. In a McKinsey survey, 72% want the brands they buy from to recognize them as individuals and understand their interests. When asked what personalization means, consumers describe it as feeling specially treated. It signals that a brand cares about the relationship, not just the transaction. Follow-up touchpoints—asking if they’re happy with a purchase, sending usage videos, or requesting reviews—shape brand perception positively.
The rewards follow. 76% said personalized messages influenced their decision to consider a brand, and 78% said such content made them more likely to buy again. As transactions repeat, data accumulates, creating a virtuous cycle of increasingly tailored experiences. Revenue typically rises 10–15%, with variations of 5–25% depending on industry and execution. If all U.S. industries reached the top 25% level of personalization, McKinsey estimates over $1 trillion in value would be created.
High-performing companies don’t treat personalization as a marketing or analytics task alone. They map the entire customer journey, break down where value concentrates, segment customers by behavior, purchase patterns, and response flows, then set targets by the numbers. They use predictive models to respond instantly to customer signals and measure results to feed back into systems and teams. Rather than layering martech tools, they reverse-engineer from desired outcomes and build only what’s needed. Organizationally, they unite marketing, product, analytics, and technology into one team, with functional departments supporting a central hub.
Soulpapa’s take: Personalization is no longer an optional campaign tactic—it’s become the deciding factor for whether customers keep coming back to a brand. Only companies that don’t just collect data but act on it to change their next move will survive.
This article is excerpted from Brand Marketing Issues & News for July 27, 2026. Follow Soulpapa Marketing’s daily curated marketing news briefing.
Frequently Asked Questions
How much does revenue actually increase when you implement personalization marketing?
According to McKinsey research, companies that execute personalization well typically see revenue growth of 10–15%, with variations of 5–25% depending on industry and execution level. The key to revenue growth is the virtuous cycle: as repeat purchases accumulate data, that data enables increasingly refined experiences.
What specific forms of personalization do consumers want?
It’s not just transaction-focused tactics like discount coupons. What matters is creating touchpoints that signal care for the relationship—like guiding customers on how to use a product after purchase or asking for feedback. 72% of consumers said they expect brands to recognize them as individuals and understand their interests.
Insights from Soulpapa Marketing — Korea’s digital marketing agency.
Original Korean article: https://soulpapa.co.kr/2026/07/27/news-2026-07-27-%ea%b0%9c%ec%9d%b8%ed%99%94-%ec%9e%98%ed%95%98%eb%8a%94-%ea%b8%b0%ec%97%85-%eb%a7%a4%ec%b6%9c-40-%eb%8d%94-%eb%b2%88%eb%8b%a4/
