Visitor segments allow us to differentiate between the behaviors and intent of individual visitor groups. They are the fuel that drives our marketing analysis, testing, optimization and personalization efforts towards success. These powerful cohorts allow us to see what and who is driving the end-result, and act accordingly. Without them, we end up looking at meaningless, useless numbers.
Executed correctly, content personalization accelerates the process of moving both anonymous and recognized visitors through the sales funnel to become qualified leads and conversions. The beauty of content personalization is that it doesn’t have to be complex.
Today’s consumers are only interested in relevant content. The Internet has given consumers the power to seek out exactly what they need while also giving them the power to avoid anything they don’t. You have to convince consumers to buy somehow. The only way to break through today is by personalizing your content and web experience for the user. If you do this, your users will feel like you care about them and understand their needs, which encourages them to buy, and reflects positively on your business.
Companies across all industries are increasing their online presence. As a result, competition for consumer attention is growing as well. For companies looking to personalize their content, data and analytics are an integral part of the process.
Companies need to beware of the dark side of content personalization. While personalizing content is good because it provides each customer with individualized treatment, there is a fine line between individualized treatment and creepiness.
In today’s world, there is no such thing as an effective one-size-fits-all content marketing approach anymore. Recently, the Content Marketing Institute (CMI) surveyed businesses about the state of their content marketing strategies and found nearly two-thirds reported their organizations had no documented strategy. This statistic is surprising because given the recent rise of inbound marketing, business that have no solidified content marketing strategy are missing out on one of the best ways to attract, intrigue, and convert customers.
Each of these companies has taken into account the types of information or data that their target customers would likely want to find and provided it to them. Amazon provides recommended products, Netflix provides recommended movies, Facebook provides relevant news, and Mapmyrun provides relevant data about your fitness progress.
When it comes to marketing and sales and the Internet, most small and local businesses don't know where to start and are missing the boat. Twenty years after the Internet began going mainstream and many businesses still struggle to identify how to make money online.