THE TRUE IMPACT OF PERSONALIZED DIGITAL ADS ON FMCG PURCHASES

Author: Mohamed iliyas A and Mythili D

Published On: 2026-09-03

This study investigates the profound paradigm shift within the Fast-Moving Consumer Goods (FMCG) sector, where traditional mass-marketing methodologies are increasingly supplanted by AI-driven, hyper-personalized digital advertising strategies. As consumer touchpoints digitize, FMCG enterprises harness granular behavioral data, programmatic algorithms, and contextual micro-targeting to shape purchase decisions, drive impulse buying, and optimize customer engagement. However, the aggressive deployment of algorithmic personalization introduces complex psychological dynamics, including ad fatigue, consumer skepticism, and heightened concerns regarding data privacy and manipulation.

Synthesizing empirical literature and modern marketing practices, this paper evaluates the multidimensional efficacy of personalized digital interventions on purchase intent, brand resonance, and long-term brand equity. The analysis reveals that while bespoke digital advertising significantly enhances brand visibility and conversion rates, its overarching success is deeply moderated by perceived authenticity, transparent data governance, and contextual relevance. Unregulated or intrusive targeting risks provoking consumer resistance and eroding brand trust. Consequently, the study demonstrates that sustaining a competitive advantage in the modern FMCG landscape necessitates a delicate equilibrium between data-driven algorithmic targeting and ethical, value-oriented consumer relationship management. Ultimately, this research provides theoretical insights and managerial frameworks for optimizing digital marketing investments in a saturated and rapidly evolving digital ecosystem.