Content Personalization

Individual, unique, agile - if the content fits the target group, nothing stands in the way of success.

If you walk through the streets of a big city, you'll quickly notice that everyone is individual. That's exactly why it's so important for companies to make the content they play out as suitable as possible for the target group.

But what does this mean?

The bottom line is to stand out from the pool of many different providers. Why? Companies no longer just stand out through their USP, the Unique Selling Proposition, such as special and unique products. Rather, they try to stand out through the ESP, the Emotional Selling Proposition, and create experiences for the customer. As a result of increasing competitive pressure and the high expectations of end customers, companies must become creative in order to bind customers to the brand in the long term. The way to achieve this is to leave a lasting impression in the minds of consumers by responding to their individual needs and wishes.

Focus on the individual user experience

Content personalization can occur in many different forms. Whether it is the display of products, addressing the customer by name in the newsletter, or personal services such as displaying the nearest stores and partners for the customer.

The more you know about the customer and their activities, the better the content can be personalized. This requires analysis through web analytics tools to identify customer segments. This is also accompanied by a large amount of customer data, which you should make usable and organize in a well-considered and structured manner.  Parameters can be used to divide the customer segments into target groups. However, content personalization goes one step further - the collected data can be analyzed in real time and, in combination with the CRM system, can be used to play out tailored products for the customer on dynamic websites.

This means that recommendations can be made based on usage behavior or the data collected, for example through cookies or fingerprints. Through content personalization, companies can achieve a constant customer journey across all channels with which they communicate with customers. The channels used as well as the end device with which the customer visits the website can be taken into account. The presentation of the products and the ordering process should be intelligently adapted to the end devices of the users. If the user does not buy the product on the first visit to the website, remarketing campaigns can be personalized using Google Ads.

Why is it so important for companies
to adapt content to the customer?

In order to remain competitive, it is of enormous importance for companies to individualize the content played out for the user. By addressing the customer directly, the likelihood that the customer will visit the e-commerce store, stay on the site longer, or actually make the purchase is many times higher.

It is important for companies to address a variety of questions about the customer.

  • How do I generate new customers?
  • Which call-to-actions (CTAs) are effective?
  • What content do I provide, for whom and when?
  • How do I manage to increase my conversion through personalized content?

Conversion is increased through specific targeting as well as lead generation is optimized and the company's rest on investment (ROI) is sustainably increased. The collected user data can also be used to offer "related products", an intelligent cross-selling and upselling opportunity.

Where are the current trends heading?

Static websites have long been a thing of the past. Individual landing pages for each target group and offers tailored to the needs of customers provide companies the opportunity to optimize their sales figures and create sustainable customer relationships. Almost essential to stay competitive, content personalization should be thoughtful, creative and effective. To find the right personalization strategy for the company, it is essential to build a general understanding of user needs. Based on this, the continuous optimization of the user experience, such as the enhancement through individual additional offers, is of great importance.

A currently growing trend here is artificial intelligence, which should serve as a solution for the individual steps from the collection of customer data, the analysis, to the play out of the individually suitable content - a self-optimizing marketing automation. However, it is important to ensure that leads and buyers are not excluded, especially when playing out remarketing campaigns, otherwise content personalization will have a negative impact.

Many companies also use their personalization strategy as a driver to rank better in SEO.

Conclusion

With the growing demands of end users on businesses, creativity in content presentation is essential. Especially for the companies where onsite conversion is a driver of the business model.

Meanwhile, many vendors enable facilitation and support for the content personalization process through software.

Do you want to personalize your content and offer users the best possible added value? Contact us!

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