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Consumers face an [[Overchoice|overwhelming variety]] and volume of products and services available to purchase. A single retail website can offer thousands of different products, and few have the time or are willing to make the effort to browse through everything retailers have to offer. At the same time, customers expect ease and convenience in their shopping experience. In a recent survey, 74% of consumers said they get frustrated when websites have content, offers, ads, and promotions that have nothing to do with them. Many even expressed that they would leave a site if the marketing on the site was the opposite of their tastes, such as prompts to donate to a political party they dislike, or ads for a dating service when the visitor to the site is married. In addition, the top two reasons customers unsubscribe from marketing [[Electronic mailing list|emailing lists]] are 1) they receive too many emails and 2) the content of the emails is not relevant to them.<ref>{{cite web|url=http://janrain.com/about/newsroom/press-releases/online-consumers-fed-up-with-irrelevant-content-on-favorite-websites-according-to-janrain-study/|title=Online Consumers Fed Up with Irrelevant Content on Favorite Websites, According to Janrain Study {{!}} Janrain|website=Janrain|language=en-US|access-date=2016-04-20}}</ref>
Personalized marketing helps to bridge the gap between the vastness of what is available and the needs of customers for streamlined shopping experience. By providing a customized experience for customers, frustrations of purchase choices may be avoided. Customers may more quickly find what they are looking for and avoid wasting time scrolling through irrelevant content and products. Consumers have come to expect this sort of user experience that caters to their interests, and companies that have created ultra-customized digital experiences, such as [[Amazon.com|Amazon]]<ref>{{Cite web|title=Real-time personalization and recommendation {{!}} Amazon Personalize {{!}} AWS|url=https://aws.amazon.com/personalize/|access-date=2021-03-13|website=Amazon Web Services, Inc.|language=en-US}}</ref> and [[Netflix]].<ref>{{
== Future of Personalized Marketing ==
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