Im on a bit of a segmenting/personalization kick and this plays nicely into it.
Knowing who your visitors are is a nice thing, but knowing what they are interested in and looking at is even better. Based on the assumption that users will know their data is being collected (see CONSENT below), the opportunity to go back to them with information on the products and services THEY are viewing and spending time on your site looking at is HUGE.
As I mentioned in my newsletter article about trade show marketing, it matters to me as a customer that you care as a provider what matters to me, and don’t blanket me with all your information for me to weed through. If you can extract that information I care about without any effort (software does it), then in turn make the effort to send me information about those products and services, there is a far greater chance of converting me to a customer, or at minimum keeping me reading and not trashing your emails and other materials.
The bottom line is Web Content Personalization is here to stay and it isn’t only about providing information on someone’s needs, but also anticipating them. Start looking into it.
[Infographic] The ROI of Personalization
37% of companies surveyed are able to target personalised web content in the right context in real-time, according to stats from our latest Quarterly Digital Intelligence Briefing.
June’s briefing, sponsored by Adobe, looks into the latest trends around personalisation, the importance of customer trust when implementing this, and measurement of ROI. This infographic shows how companies are personalising the web experience, and how ROI is measured…
via The ROI of personalisation [infographic] | Econsultancy.
