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 pages to different customers. Netflix has mastered the art of delivering personalized content that is both contextual and adds value without appearing to surplus or self-serving. Content personalization is the next big thing for e-commerce and media companies that are going to give you an uplift in conversion that you need.
A 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 a 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. However, 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 it be to see the same content that everyone sees? As a customer, I would love to see the 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 in to play.
Research by Forrester says that 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 in to place. It always depends on how much information you have about your customer.
Content personalization generally considers the data that is available to you about the visitors and compares them with the details that you have put in place. It might include things like location, the keyword that they used to search, how they reached your website – through advertisements, 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 is delivering content based on previous interactions.
For years, publishers and brands have been creating content based on their strongholds. However, 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.
Delivering the same set of content to a select group of contacts who have the same interest, preferences, and behavior is segment-based personalization.
This is ideal for customers who are still analyzing the product i.e, they are in the awareness stage of the buying cycle. As a marketer, it is ideal for you to share the contents that are at the top-level and not in-depth. People in this stage are not even thinking of buying the product, so you need to create a NEED for them to buy.
With E-commerce personalization, you can display 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 is 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 for every follower. The algorithm dynamically predicts individuals’ content journeys to engage them on your channel repeatedly. 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 customers 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 engage your customers across channels repeatedly and helps them to build a deeper relationship with your brand.
Understand how personalization of push notification can boost user engagement by 2X.
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