All roads lead to Rome: different types of content personalisation

The marketing management business is becoming more and more complex, as customer demands are constantly increasing. In order to successfully operate marketing under these conditions, the persons being addressed must feel understood. If the customer is not satisfied, s/he turns to competitors without your company even having had the chance to sell its brand message. 

Businesses can best reach their audience by personalising their content, or at least part of it. In this way, people feel directly addressed, understood and valued. There are various possibilities for the implementation of personalisation, and some of them will be shown here.

E-Mail - the classic in a new guise

The most well-known and certainly most frequently used forms of personalisation is the e-mails, most of which are sent as a newsletter. Even today, the e-mail is far from outdated and is often used for marketing purposes. But while in the past, the right salutation was the Holy Grail of innovation, today‘s personalisation has taken on a whole new dimension.

So-called Hyper-personalisation (which can also be applied in other marketing segments) allows the move away from the superficial watering-can principle to individually designed content. This requires a comprehensive database, gathered, for example, from previous visits by a customer to an online shop. Based on that data, countless different content elements can then be created. When they open the newsletter, suitable content such as product recommendations or discount coupons are displayed in real time, which is a positive surprise to the readers.

 If the readers are asked to act in the newsletter, it makes sense to send them the relevant information directly. For example, in the newsletter from a Bank, the contact details of the respective personal bank adviser appear, who can immediately be contacted in this way. Another way of supporting personalisation is to name the nearest branch and its opening hours. The customer draws additional value from this useful information and associates the bank with a positive impression.

Personalisation in e-commerce

Online shops are particularly well suited to the implementation of a personalised customer approach. Collected user behaviour data will be used to provide customers with appropriate product suggestions the next time they visit the website. If they discontinue their customer journey without buying the prestigious product, it will continue to show seamlessly on the next launch, allowing them easy re-entry, and creating the impression of being seen and understood by the company. 

Here, too, a solid database is needed in order to cater automatically to customers and offer them an optimal customer experience. If it is a new customer, about whom no information is yet available, large companies like Zalando take measures to push customers into making the first self-assessment. In this specific case, customers will be asked on the Homepage to make the choice between men's, women's and children's fashion. The system will save this selection for the customers‘ next visit and then lead them directly to the appropriate category. Each additional click is also analysed and documented in order to gather as much relevant information as possible, thus enabling the automatic delivery of personalised content.

Website visitors who register and log in are particularly valuable, as it is also possible to use individual data such as place of residence, age, gender or name for the personalisation.

Attention binds the user to the company

The streaming service Spotify provides a nice example of how to give a little treat of personal attention to the user with little effort. Spotify offers with "Your Mix Of The Week" a weekly, individually compiled playlist that matches the musical taste of the individual listener. An algorithm puts together a playlist of suitable songs – all completely automated.

 To meet the particular taste of individuals, it is necessary that the listener has already listened to Spotify music for a few weeks, because only then a sufficient amount of data for the algorithm can be collected. This compares customer song-choices against other playlists where the streamed songs also appear, and then offers yet unknown songs from these playlists. Such an obliging service is enough to make the company popular amongst users, all by itself.

Some companies also use geolocation detection and show banners for specific offers, such as free delivery, only to customers who live in the specific area. Customers perceive such notifications as an individual benefit, with thanks due to the company concerned.

Little effort, big effects

The majority of content personalisation types run on a mostly automated basis. Companies can take advantage of this to vastly strengthen customer loyalty with little effort.

However – and this is important - pay attention to the correct segmentation and filters. If your customer receives inappropriate content, the positive effect flips right over into negative reactions. The very opposite of what you’re aiming at. That being said, well-made personalisation is a great opportunity to stand out from the crowd and gain the competitive advantage.

Are you interested in the development of content management in the digital age? Our free e-book Content Management in the Change shows you how customer demands and new technologies are changing the field, and the seven trends in Content Management of the future.



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