There is no doubt that personalization and interactive content have become a modern standard in digital marketing. This approach opens all sorts of opportunities to leverage technology and creativity in truly imaginative ways. As a result, brand promotion has gone from a macro to a micro sale, which translates into the powerful opportunity to cater messaging to individuals in new and interactive ways.
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
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