Synonyms: tailoring, targeted content, individualization, individualized content
From a definition standpoint, personalization is the act of delivering tailored content or products based on a user’s preferences or preferred interests that are known through data.
Why do we care about personalization?
Personalization is not just a buzzword anymore, it’s an expectation. Did you know that Salesforce found that 62% of consumers expect companies to send personalized offers based on items they’ve already purchased. Not only are users expecting personalization, but users are responding to it and the statistics show that personalization is driving business with 91% of consumers saying they are more likely to shop with brands who provide relevant offers and recommendations.
How do we get started with personalization?
**warning: shameless self promotion below**
There are a few ways to get started. First, you can take this personalization “quiz” from Brainjocks. While not exactly a quiz, that blog post gives you 4 questions to answer to ensure you have foundational pieces in place – such as business case and data – that set you up for personalization success. Once you have answered those questions, the next step is getting a personalization plan in place. This should include things like where you want to personalize, why (i.e. a hypothesis), for whom you will personalize content, how (what rules or segments you will use) and how you plan to measure the impact of personalized content for those who are exposed to it. There are a few more things in the plan to include, but again, I don’t want to give away the secret sauce 😉
Stay thirsty, friends!