Майбутнє цифрового маркетингу: між гіперперсоналізацією та конфіденційністю

Imagine opening your phone and finding an offer that seems to read your mind: the product you desired, at the exact moment you were ready to buy it, with a discount impossible to ignore. This isn't coincidence, it's the result of hyper-personalisation, a breakthrough in digital marketing that combines artificial intelligence, real-time data analysis, and deep knowledge of human behaviour to create unique and highly effective experiences.

This capability, however, brings with it unavoidable tension. The more precise the marketing, the closer it gets to a fine line separating convenience from intrusion. And in this context, regulated by laws like the LGPD in Brazil and the GDPR in Europe, coupled with the looming demise of third-party cookies, digital marketing is undergoing a period of redefinition: how to deliver relevance without exceeding privacy boundaries?

Hyperpersonalisation goes far beyond simply inserting a customer's name into an email or recommending an item based on their last purchase. It involves integrating information from multiple sources, including past interactions and browsing data, right down to geolocation, to anticipate needs before they're even expressed.

It's a game of anticipation that, when executed well, boosts conversions, reduces acquisition costs, and strengthens brand loyalty. But the same mechanism that captivates also raises red flags, as the collection and use of personal data are under intense scrutiny; and the increasingly aware consumer demands transparency, control, and purpose in how their information is handled.

The new landscape demands a change in mindset, as collecting data without consent is illegal. And more than just obeying the law, brands need to adopt an ethical commitment to privacy, recognizing that trust is an asset as valuable as any behavioural insight. In this context, strategies focused on primary data become vital. Building an information base from direct interactions, with clear consent and tangible benefits for the customer, is the safest and most sustainable path.

Another key point is exploring ways of contextual personalization, adapting the message to the moment and channel, without necessarily identifying the individual. Privacy-preserving technologies, such as differential privacy, data clean rooms, and predictive models based on aggregated data, offer alternatives to maintain relevance without compromising user security. And, perhaps most importantly, adopting a radical stance of transparency, communicating simply how and why information is used and offering genuine choices.

The future of digital marketing will not be defined solely by those with the most data or the most advanced algorithms, but by those who know how to balance technological sophistication with the non-negotiable respect for privacy. Those who lead will be the ones who know how to gain the consumer's permission and trust, creating experiences that are as relevant as they are ethical. Hyper-personalisation will continue to be a powerful engine for growth, but will only be sustainable if accompanied by a genuine commitment to data protection.

In these new times, marketing needs to be both smarter and more human. Brands that understand this equation will survive regulatory and technological changes, and more than that, will be able to lead the next generation of digital experiences.

Murilo Borrelli, CEO of ROI Mine, a data-driven marketing agency, is a Marketing graduate of Universidade Anhembi Morumbi and a specialist in Sales, Marketing, and Digital Marketing.