E-commerce and Media companies like Amazon and Netflix are the first to use content personalization. One can notice that Amazon has mastered the art of displaying personalized home page to different customers. Netflix has mastered the art of delivering personalized content that is both contextual and adds value without seeming to surplus or self serving. Content personalization is the next big thing for e-commerce and media companies that is going to give you an uplift in conversion that you need.
In recent survey by Content Marketing Institute and MarketingProfs sponsored by BrightCove, showed B2B companies allocate 28% of their marketing budget for content marketing.
An effective allocation was found to be 42%. It went on to say that more than 50% of the B2B companies are planning to spend more on content strategy.
What is content personalization?
It is a marketing strategy used by companies to deliver the best and relevant content based on the visitors interests and motivations. Interests can be based on the previous behavioral pattern on the website or based on the relevance of similar audience.
The only time your customer engages with you is when they feel they are personally connected. There was a time when the thinking was that personalization is only human-driven. But RecoSense is changing the way E commerce and media companies think. Using their smart personalization engine, companies can deliver personalized content to every individual.
Why is content personalization required?
Static Websites are DEAD!
How boring would itbe to see the same content that everyone sees. As a customer I would love to see content that I like and that I love watching/buying. I want websites to speak my language than what they have to offer. This is where content personalization comes into play.
Research by Forrester says, every audience would consume three pieces of content to buy one piece of content.
How does content personalization work?
Content personalization is done by comparing, the available data about your visitors against the variables that you have put into place. It always depends on how much information you have about your customer.
It generally considers the data that is available to you about the visitors and compare with details that you have put in place. It might include things like location, keyword that they used to search, how they reached your website – through ads, blogs or any campaign you ran.
What are the different types of content personalization?
We noticed that, 45% of consumers are not ready to spend time with branded content if it’s not relevant to their interests. And 42% are less interested in a brand’s products and services if the content which the brand provides is not personally relevant.
Data-driven personalization :
“Delivering contents based on the previous interactions.”
From years, publishers and brands have been creating content based on their strongholds. But with time they had to change their contents, to the interests and preferences of their customers. The difference today is the technology behind the process. This is the most basic form of personalization.
Segment-based personalization :
” Delivering same set of content to a select group of contact who have same interest, preferences and behavior. “
This is ideal for customers who are still analyzing about the product i.e, they are in the awareness stage of the buying cycle. As a marketer it is ideal for you to share contents that are in the top level and not in depth. People in this stage are not even thinking of buying the product, hence you need to create a NEED for them to buy.
e-Commerce personalization :
” Displaying ads of the exact product that the customer had viewed earlier. “
This is ideally used by product companies who sell goods. Companies try to re-target customers who showed interest to buy the product. Generally who have added products in the cart or wish list or seen the product many times. This is like pushing customers to buy the product by repeatedly showing the product. Amazon is one of the best in e-commerce personalization.
Content sequencing :
” Delivering content based on user behavior, interest and context. “
A major challenge that marketers were facing was, when to serve a piece of content to every individual. With machine learning it is easy for marketers to predict and personalize content to each and every follower. The algorithm dynamically predicts individuals content journey to repeatedly engage them on your channel. This helps in building a healthier relationship between the channel and the viewer or the reader.
As a company we need to understand, providing the best possible experience to customer is a basic requirement whether it is online or offline marketing. This is where content personalization comes in while doing online marketing. It helps you to repeatedly engage your customers across channels and helps them to build a deeper relationship with your brand.
Understand how personalization of push notification can boost user engagement by 2X.