Web Personalization: The Next Big Thing in Digital Marketing
“We expect that by 2018, organizations that have fully invested in all types of online personalization will outsell companies that have not by more than 30%.”
–Noah Elkin, Research Director, Multichannel Marketing at Gartner
In today’s world, customers leave their footprint behind on almost every website they visit. The access to this user behavior information has opened an array of new and untapped opportunities for today’s marketers. Companies who once were content with their segmentation-based marketing strategies are now refining their thought process and taking advantages of this new class of data to sharpen their marketing toolkit. Personalized website experiences previously limited to e-commerce and streaming websites like Amazon, YouTube, and Netflix, are making their way to other industries.
What is Web Personalization?
Web personalization is a spectrum of services that can range from simple dynamic content on landing pages to super complex integrations with third-party data management platforms. The diagram below explains the different types of features that can be categorized under the umbrella of web personalization.
Why Web Personalization?
For years, marketers have used segmentation strategy to optimize their marketing efforts. As the marketplace is moving towards personalizing the customer experience, segmentation strategies are falling short of providing the right experience to the customers. Web personalization strategy is the obvious next step in this direction. Customers expect a relevant, timely, and customized web experience across all their touch points. Continuity in engagement is essential to capture the attention and interest of these customers. A recent study by Forester says, 89% of digital businesses are investing in personalization. This means it is likely your competitors are already embarking on their own web personalization strategy plan.
Benefits of Adopting Web Personalization:
There are many advantages to adding web personalization as a marketing strategy. Some of the key benefits are mentioned below:
- Recognize customers as individuals and not a part of a larger segment
- Access a wider range of customer data from multi-channel access points in real time
- Deliver personalized content across all channels and have the ability to design each digital touchpoint
- Maintain continuity in customer engagement
- Identify and rectify gaps in your ability to deliver individualization throughout the customer journey
- Consolidate data from internal databases and external third-party data management partners in a single repository
- Create, execute, and measure contextual omnichannel marketing campaigns
What feature is best for me?
In order to identify which web personalization features best suits your business, you need to first analyze the industry, market size, customer segments, demographics, user pathway(s), and web analytics. The full picture will allow you to determine which avenue will be the best investment, and provide the most profitable outcome, for your business.
At Lucid Agency our Business Analysis team is well-equipped with the necessary tools and knowledge to conduct such analysis and has consulted various clients in their web personalization efforts. If you are ready to elevate your marketing efforts and provide a customized, seamless experience for your users, contact me at [email protected].
“Personalization vs. Segmentation: The Real Difference and Why it Matters”. SAILTHRU, Accessed 15 May, 2018
“Evolve Now To Personalization 2.0: Individualization” Forrester, Accessed 14 May, 2018