July 27, 2026 Global Marketing & Branding News. Today’s issues selected by soulpapa marketing.
View Original (mckinsey.com) →
Personalization cuts customer acquisition cost by up to 50% and increases revenue by 5–15%.
McKinsey sums up the results of personalization in three numbers: customer acquisition cost reduction of up to 50%, revenue increase of 5–15%, and marketing ROI improvement of 10–30%. Fast-growing companies saw personalization account for 40% more of their revenue than slower-growing competitors. 71% of consumers expect personalized treatment as a matter of course, and 76% feel dissatisfied when they don’t receive it. Research showing that three-quarters of customers changed where they shop, what they buy, and how they buy following COVID-19 fits this same pattern.
From 2,000+ records of 60 shoppers’ brand interactions over two weeks, what customers wanted was clear: instead of repeatedly showing them products they’ve already seen, they wanted new recommendations that matched those products, and for those who didn’t engage, they wanted ads to stop. One apparel retailer discovered that customers who visited their store or website opened messages best when sent the same day of their visit or exactly one week later. This includes notifying them when out-of-stock items are back in or when new lines of products they previously purchased are available.
The line between discomfort and usefulness is determined by how much customers receive in return for the personal information they provide. Prioritize based on overall customer journey satisfaction, not individual touchpoints, and examine both leading indicators like clicks and opens and trailing indicators like conversions, unsubscribes, and ROI together. In a 2022 survey, 85% said it’s important to know how a company handles their data before making a purchase, and nearly one in five companies already invest in customer interaction analytics and segmentation AI.
soulpapa perspective: Personalization that doesn’t return as much value as the information customers provide only leaves you with costs. Those who read timing and context win.
This article is excerpted from July 27, 2026 Brand Marketing Issues/News. Check out the marketing news briefing selected daily by soulpapa marketing.
Frequently Asked Questions
Is there a more effective approach than continuously running retargeting ads?
Making new recommendations that complement products they’ve already seen is more effective than repeatedly showing them the same products. Additionally, stopping ads for unresponsive customers has been confirmed as a key aspect of personalization strategy.
When is the best timing to send messages to customers for the highest response rate?
According to one apparel retailer’s case study, customers who visited their store or website opened messages best when sent the same day of their visit or exactly one week later. Designing send timing based on when the touchpoint occurred is the key to maximizing personalization effectiveness.
Insights from Soulpapa Marketing — Korea’s digital marketing agency.
Original Korean article: https://soulpapa.co.kr/2026/07/27/news-2026-07-27-%ec%a0%95%ea%b5%90%ed%95%9c-%ea%b0%9c%ec%9d%b8%ed%99%94-%ea%b3%a0%ea%b0%9d%ed%9a%8d%eb%93%9d%eb%b9%84%ec%9a%a9-%ec%b5%9c%eb%8c%80-50-%ec%a0%88%ea%b0%90/
