Personalization occurs when marketing and content are tailored to an individual’s needs. In an ideal world an organization would have ads targeted to relevant, well organized demographics and their content would change in response to the channel they arrived from. The user experience would change to better suit every aspect of a user’s journey. When done correctly, personalization will achieve results. Users will be more satisfied with their experience, they will convert more often and add more value to each of their conversions.
The necessity for personalization emerges as a website undergoes rounds of testing that examine the impact of different experiences on different users. It is an exciting time when a brand realizes that revenue is driven by personalization (the ability to target customers based on their individual preferences). Personalization and testing allow marketers to evolve their website into a more effective tool instead of risking time and money to build a one size fits all approach that doesn’t meet the needs and preferences of their customers.Read More
Remember back when everybody shared the same homepage experience, be it on AOL, Yahoo, etc? There wasn’t any personalization to the information, there was just a one-size-fits-all approach. As this was in the early days of the internet, there was hardly an understanding of what the future would hold for internet users, but it’s evident today that people have embraced the concept of having their online experiences tailored to them.
The first meaningful step in this direction occurred with the launch of iGoogle in April of 2007. iGoogle provided a framework upon which users could select modules to be included on a personalized homepage. More so than MSN or Yahoo, Google encouraged people to develop content that could be fed into the iGoogle platform, in contrast to a more restrictive philosophy adopted by Yahoo and MSN who maintained greater control over the content available.
Now we have Twitter. I’ll save for another post my thoughts on how businesses should best utilize Twitter to engage with their audiences. The point here, however is that Twitter enables people to exponentially personalize their experience online by “following” streams of tweets from individuals they are interested in hearing from and by tracking tweets on topics of interest (with saved searches, #hashtags, lists, etc.), be they pleasure, hobby or work related.
Regardless of whether you ever expect to participate in social media through tweeting, you should take advantage of the opportunity to listen to what’s going on through Twitter in a highly personalized manner.