So much of our time online these days could potentially be tailored according to our own individual preferences and interests. The convenience of content personalization – which, as the name suggests, is content that is personalized (based on data collected from a variety of previous online activity) – can make electronic activity of a commercial nature easier and faster than it might have been without such a tool.
Automated personalization is a useful way for a business to attract and keep customers. It involves businesses tailoring content towards individuals in an effort to positively influence a consumer’s online experience when interacting with commercial sites. A lot of different data is collected through automated personalization, the intention being to make the online shopping experience as efficient and satisfying as possible for the consumer, and as a consequence as profitable as possible for the business. A combination of details belonging to the consumer, such as age, gender and online shopping-related behaviour, as well as information concerning more local and/or worldly circumstances, can be collected in order to form as accurate an image of the consumer in question as possible. This way, the consumer is offered the most relevant content according to their current situation. Automated personalization can mean encountering something like potential email or on-site reminders, and recommendations of similar products to those a customer has already looked at.
There are a variety of personalization tools that businesses can make use of to set up a customized experience for its consumers. An example is an all-in-one personalization solution. This personalization tool will offer its user a complete collection of instruments to make use of when setting up the various features that enable personalized content. Because a customer’s activity is not necessarily very straight-forward, and spans a timeline stretching from first seeing an advertisement to leaving feedback after a purchase, an all-in-one personalization solution gives the business using it the options it might need to cover these many bases that a consumer touches upon while browsing and shopping.
Content personalization is a beneficial way for both parties involved in a business interaction to get the most out of it. A customer being shown, reminded of and/or recommended products that they feel is relevant makes the entire experience of online shopping more efficient, and a consumer will appreciate an easy, quick and clear user experience – something which tailoring it according to each individual customer (as can be done through automated personalization) can offer. In return, a satisfied customer could potentially come back in the future, and even share their positive experience with others, consequently directing more customers towards the business in question. Such a development could build a loyal customer base, which will not only mean a relatively secure source of revenue, but also the potential for establishing a solid reputation and continuing growth.
Whether they employ an all-in-one personalization solution or a less encompassing alternative, businesses can undoubtedly see benefits from making use of content personalization.
