As a returning customer to a website that you’ve visited for the first time, do you recall noticing your first name just suddenly appearing on the login page? If you’re like most visitors, then probably so. In the past, this form of personalization only consisted of just a small gesture where marketers simply inserted their first name or email address into the login page. This was their attempt at consumer marketing. However, with the increase of big data and the increase in technology (in real-time), there has been transitioning from static components to contextual forms of engagement.
Nowadays, consumers feel more comfortable making purchases online. As a result, marketers have seized the opportunity to create personalized cross-channel based content in a variety of different formats. These formats include areas such as mobile, email, web, and advertising content that generates an experience that lends itself to customer loyalty among both new and current customers.
During its initial stages, personalization was basically utilized as a means to identify site visitors by their name or their location. It generally lacked any type of concrete relevancy or contacts to enhance the personalization experience. In addition to that, and due to the lack of real-time technology, marketing-based responses were delayed most of the time. It required either waiting for visitors to return back to the site or retargeting them with the use of ads or emails, days later.
Because of the latest personalization tools in today’s marketplace, it is capable of analyzing site user’s behavior in real-time. As a result, they can also deliver targeted content immediately across various channels. For example, once you’ve acquired a certain set of data that reflects the user’s behavior patterns and interest, you can then customize different offers based on the demographics. Not only that, but the ads and other information can be shared in a manner that’s most conducive to the site visitors.
Although it may be easy for marketers to advertise to existing site visitors based on their behavior, they can also personalize the website experience based on keywords and site visits made by new potential customers as well.