What personalization is about and why personalized content matters

Why You Should Create Personalized Content

In 1999 David Weinberger has described personalization as automatic adaptation of websites and messages for those who studies them. This idea is still actively used by marketers even 20 years later as they are trying to add something “human” to online communication. We are so used to it, so don’t even mention as it is a kind of norm nowadays and not something special.

Let’s think about the connection of personalization to users’ experience improving and the amount of conversions.

Personalization seems to be coherent and easy to read, but the issue turns out to be more complicated in fact. Technically it means website or app individualization in real time mode so that unique requirements and needs of each customer should be satisfied, and he or she is guided through conversion funnel.

Let’s see one personalization marketing example to understand the situation better. Imagine that we have a website selling fashionable clocks. The trick is that it will show one set of content to a woman from the US that visited the resource in summer. While a man from the UK, who was thinking about Nixon watches for a second and still didn’t buy them, will get absolutely different image. For both cases we will have personalized pages, but location and previous behaviour make the difference.

Why personalization is important?

People are overloaded by information and offers. Personalization reduces the amount of data and options to send them into the inside of conversion funnel that was designed according to their needs and preferences.

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Are there any differences between content personalization and customization?

It is a very common question and it is said, but true, that a lot of marketers treat them in the same manner.

Mind, personalization changes user’s environment according to the data systems have about him or her.

Customization also implies some changes, but it is the case when user makes a decision to accept them. A person deliberately adopts the most suitable variant to make his own experience more personalized.

In the first case we deal with some kind of guesses, while the other is one’s calculated decision.

How to make personalization work on different ad platforms?

  • Collect as much data as possible. The list of characteristics you can be interested in, may be too huge and if you show them all at once to your audience – they may get too much confused. Find right time to ask some part and collect them in central profile. Besides, each interaction with your website is also information, think what it means.
    Little warning: tell your users what type of information you collect and what for, for people to feel secure.
  • Create personalities. Divide into segments the data you get to understand needs and problems of each group. Next step here is to create personalized messages for newcomers and current clients.
  • Create content map. The content will not be actual if it is not linked to particular interests and needs of each personality. That’s why brand should work on a map with this information.
    Correlate customers’ interests with their lifecycle. Which content may seem interesting to them and promote in conversion funnel? What can be the best trigger?
  • Create personalized content. As a variant, you may start with email marketing, that turned out to be 18 times more effective than generalized mailout. Besides, emailing is a good tool for opening relations with journalists, bloggers and important people from the niche.
  • Personalize the whole experience. It means that network presence and mobile app should be optimized according to users behaviour. In this case visitors will see different content, offers and discounts. CRM is to memorize the content a particular visitor has studied and use this information for further adaptation of remaining content.
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Final line

Personalization is a powerful tool to steal the scene. It will help you to intensify your benefits and show your distinctions from competitors. We recommend having a look at the trend while it is just gathering pace and not all companies have started using it.


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