You may have heard the term content personalisation. It seems self-explanatory but what is it really all about and how can it help your business?
Marketers have always talked about targeting and segmentation. In a way, content personalisation is about the delivery of those principles online.
And as the internet is a busy place to cut through you need to do things better. Combined together, you have a lot of drivers to find out what your customers want and give it to them – pronto.
Consumer response to tailored content appears to be positive. After all, we are all time-poor and if someone provides more relevant content it’s well received. As a result the process of content personalisation is set to play an even bigger part of the digital landscape.
Under the bonnet
For some, the web has been customised by online retailers with techniques like collaborative filtering that identify information of interest to a visitor. This has fed the “recommended for you” options that appear on major retailers site.
With more user data accumulated, stored and analysed the area of content personalisation is about to be supercharged.
A lot of it will come from big data and what it can tell us about the detailed behaviour of online activity.
Other trends include the ability to determine and note the exact location where visitors enter a site, for example, via an email or a print advertisement QR code.
All of this opens considerable opportunities for the entire business, not just marketing, to better understand your prospects and customers. After an awareness of your csutomer is gained you can then start giving them want they want!
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