პერსონალიზაცია ციფრულ მარკეტინგში: ტენდენციები, გამოწვევები და შედეგები საქართველოსთვის

ანოტაცია

This paper examines the role of personalisation in digital marketing, with a particular focus on its development and applicability in the Georgian market. Personalisation, enabled by the collection and analysis of customer data and increasingly supported by artificial intelligence (AI), has become central to enhancing customer experience across the pre-purchase, purchase, and post-purchase stages of the customer journey. The literature indicates a shift from segmentbased communication toward individual-level, real-time, predictive, and omnichannel personalisation. At the same time, several challenges arise in the adoption of personalised marketing practices, including data fragmentation, limited organisational capabilities, growing privacy concerns, and risks associated with excessive or biased personalisation.

In the context of Georgia, expanding internet penetration and the accelerated growth of e-commerce provide favourable conditions for the adoption of personalised marketing strategies. However, the implementation of advanced personalisation remains concentrated in large firms with stronger technological infrastructure, while small and medium-sized enterprises face resource and skills constraints. The findings highlight the need for investments in data infrastructure, marketing analytics education, and transparent, trust-based approaches to data management. Personalisation thus represents both a strategic opportunity and a developmental challenge for Georgian companies navigating digital transformation.