What is Content Personalization? Discover its uses.
The meaning of Content Personalization is hidden in the words itself. It is a marketing process in which personalised content is created and resized. It is done in such a way that corresponds with individual users based on their preferences, needs and interests.
Personalized content must use personal terms. It involves user’s name in the E-mail, using demographics of the user. It even analyses your personal interests based on your recent browsing history and purchases. To personalise the content businesses use algorithms, and data analysis in correspondence with artificial intelligence.
The end goal is to provide the users with a personal vibe in their content so as to increase user satisfaction, brand loyalty and better conversion rates.
Why is Content Personalisation important?
In today’s world where you are so surrounded by advertisements everywhere, whatever place you might go or look. It is almost confusing and overwhelming.
At this point a personal reachout by a brand who understands the present needs of the user. Someone who can satisfy those immediate needs for him is highly looked into.
Hence, a tailored content which resonates with the user’s personal unique needs Has a high conversion strength. This has power to attract a lot of engagement.
Content Personalization targets individual users. Hence crisp content can be created for individual audiences. Such short-form content has high readability and user attention.
Benefits of Content Personalization
Specialized mails make them feel important. They feel like the company took time to write a personalized message for them addressing their name and greeting them.
This helps to grow brand loyalty and customer-business relationships which is very helpful in the long run. With more and more Content Personalization businesses tend to understand their customer’s behavior on the next level.
In content personalization the brands make individual content for all the customers, drastically reducing the target audience, hence brands can end their advertisement with the ideal blog post length.
Moreover, personalised content caters to the individual preferences and needs of the consumers. This hits the very pivot of the buying desires of the customers and helps with immediate conversions and raise sales.
Types of Content Personalization
There are many mediums where a brand can personalise content for its users. Here is a list of the most important ones.
Emails
Landing pages from ads on SERP’s, social media etc.
Demographic personalisation
Behavioural personalisation
Remarketing ads
App personalisation etc.
Importance and ways for assembling data for Content Personalization
Content Personalization is completely dependent on retrieving information about potential users. It involves their current needs, their purchasing behaviour and their hobbies. this is the most important step in producing personalised content.
Some of the ways brands assemble consumer’s data are:
Website tracking with cookies
Analysing purchase history
Form submissions on their site
Email engagement
Feedback forms etc.
Uses Of Content Personalization
As mentioned earlier, amid the aggressive advertisement and marketing activities going on today adding a personal touch to the content and catering to the immediate requirements of the consumer gives them a clarity in their mind and helps them make a decision to finally consume the product.
The uses of content personalization are:
Getting a better understanding of the customer: Regular advertisements helps the marketers to deeply understand the customer behaviour.
Attaining brand loyalty: Creating unique content for every individual makes the consumer feel valued and drives a loyalty towards the brand within them.
Emotional attachment of customers: Addressing the consumers by their name, especially in the mail tends to create an informal relation between them and the brands.
Competitive Advantage: Content Personalisation is quite new in the market and could be a first mover advantage for the brands. While most of the brands are advertising in the same old way, this is the time to get ahead of them.
Cost effective: Personalisation requires data learning and a brand does it through its own tactics as mentioned earlier. Producing personalized content through mail and media is the cheapest form of marketing so far.
Increased conversion rates: This marketing strategy targets the very pivot of the individual’s wants and desires. this makes it compelling for them to convert into a customer.
Superiority Complex: In this kind of marketing the customer has already been searching about the kind of product sold by those brands.
Unlike all other marketing techniques, the customer himself walks into the brands rather than vice-versa, giving them an upper hand in the communication.
Components of Content Personalisation
Although Content Personalisation is a cost efficient process. It takes a lot of hard work in building the base for this marketing strategy. The components of personalization are hereafter:
Data Collection: In This process, businesses collect user’s data based on their demographics and browsing history and other sources.
Data Analysis: This is the most important step, In this step, with the help of machine learning and AI, they analyse user behaviour and interests regarding different products.
Segmentation: Post analysis, the businesses segregate similar types of profiles into groups.
Profiling: In this step, they create separate profile for each individual referring to their own individuality.
Personalisation algorithm: Here they create personalised content for each user using machine learning and AI.
Testing and optimisation: Here they regularly analyse customer behaviour and try to optimise the content for the same.
Privacy and data security: handling such heavy and sensitive user data is risky. Hence, they initiate security protocols and algorithms to safeguard the data.
Methods of Content Personalization
There are many ways a brand can use the retrieved data for marketing purposes, most popular ones among them are:
Demographic content Personalization: This means categorising the users into multiple segments based on demographic and behavioural factors and creating unique content for each of the segments. Demographic categorisation is based on age, gender, religion, location etc.
Personal-based Content Personalization: This method is about creating comprehensive personality-based segmentation keeping in mind the behaviour and attributes of the individual. It helps us to know the target customers better and the motive behind their shopping.
This understanding of the customers at a personal level helps to create informal relation and loyalty hence making more conversions and sales.
Buying history based personalization: Here segregation between consumers is made by analyzing the buying history of the consumers in the recent past.
This analysis helps brands to understand the needs of the users and what needs of the customer have already been fulfilled.
Real examples of Content Personalization
Some examples are:
Spotify recommends songs, playlists and even the upcoming automated song as per the recent search history of the user. It has done some really good work in the machine learning algorithms.
Netflix recommends movies and series to watch based on the recent genre watched by the user. It has proven to be very helpful for users to select their next watch.
Conclusion
Hence, we understand the strength of Content Personalisation as a marketing strategy and will be used full-fledgedly in the future. Brands and businesses must take full opportunity of this marketing strategy used by just a few big names in the industry right now.
Emails
Landing pages from ads on SERP’s, social media etc.
Demographic personalisation
Behavioural personalisation
Remarketing ads
App personalisation etc.
Website tracking with cookies
Analysing purchase history
Form submissions on their site
Email engagement
Feedback forms etc.
Getting a better understanding of the customer: Regular advertisements helps the marketers to deeply understand the customer behaviour.
Attaining brand loyalty: Creating unique content for every individual makes the consumer feel valued and drives a loyalty towards the brand within them.
Emotional attachment of customers: Addressing the consumers by their name, especially in the mail tends to create an informal relation between them and the brands.
Competitive Advantage: Content Personalisation is quite new in the market and could be a first mover advantage for the brands. While most of the brands are advertising in the same old way, this is the time to get ahead of them.
Cost effective: Personalisation requires data learning and a brand does it through its own tactics as mentioned earlier. Producing personalized content through mail and media is the cheapest form of marketing so far.
Increased conversion rates: This marketing strategy targets the very pivot of the individual’s wants and desires. this makes it compelling for them to convert into a customer.
Superiority Complex: In this kind of marketing the customer has already been searching about the kind of product sold by those brands.
Data Collection: In This process, businesses collect user’s data based on their demographics and browsing history and other sources.
Data Analysis: This is the most important step, In this step, with the help of machine learning and AI, they analyse user behaviour and interests regarding different products.
Segmentation: Post analysis, the businesses segregate similar types of profiles into groups.
Profiling: In this step, they create separate profile for each individual referring to their own individuality.
Personalisation algorithm: Here they create personalised content for each user using machine learning and AI.
Testing and optimisation: Here they regularly analyse customer behaviour and try to optimise the content for the same.
Privacy and data security: handling such heavy and sensitive user data is risky. Hence, they initiate security protocols and algorithms to safeguard the data.
Demographic content Personalization: This means categorising the users into multiple segments based on demographic and behavioural factors and creating unique content for each of the segments. Demographic categorisation is based on age, gender, religion, location etc.
Personal-based Content Personalization: This method is about creating comprehensive personality-based segmentation keeping in mind the behaviour and attributes of the individual. It helps us to know the target customers better and the motive behind their shopping.
Buying history based personalization: Here segregation between consumers is made by analyzing the buying history of the consumers in the recent past.
Spotify recommends songs, playlists and even the upcoming automated song as per the recent search history of the user. It has done some really good work in the machine learning algorithms.
Netflix recommends movies and series to watch based on the recent genre watched by the user. It has proven to be very helpful for users to select their next watch.
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