What is personalization?
Essentially, personalization is a way to match the right digital content to customers. Companies are using it to present products and special offers in ways that align to their customers’ preferences and habits. It has made brands more valuable and relevant, enhanced customer engagement and satisfaction and has had a profound effect on sales and top line growth.
Often blurring the line between marketing and user experience, personalization can take many forms, including bespoke product recommendations, offers, discounts and search results, as well as creative that is matched to individual tastes and preferences.
Each of these examples is very different, requiring different data, approaches and technology to enable. However, with the right orchestrated approach, they work together to become a reinforcing experience for end users, giving them exactly what they want throughout their entire journeys.
The top 3 personalization strategies
There are three main approaches driving personalization: top down segmentation, trigger programs and AI, and machine learning (ML). Most businesses are already engaged in the first two, but the trend toward leveraging AI and ML is quickly picking up speed. Moving forward, AI-driven personalization will become increasingly common across every business with a direct path to customers.