The major reason why customers flock to big corporations is the consistency they provide irrespective of geographic location or demographic segmentation. The modern customer wants personalized content and that is something that reluctantly these large firms are now integrating into their process. Business analytics captures specific information about individual buyers and that data can be used to conduct targeted marketing for specific person or segment. Usually the kind of information that marketers display is of the positive kind about their product. While this is natural, if exhaustive information is not provided the customer may move on citing lack of authenticity. This is especially true for services such as room rentals or holiday packages. On the other end of the spectrum, there are products such as chocolates which will not require such extensive research on the part of the customer so less but vital information needs to be provided.

Source: http://www.forbes.com/sites/steveolenski/2015/12/22/embracing-the-customer-experience-in-marketing/