Personalizing online marketing is a definitive challenge in 2015. Citing inspiration from organizations like Netflix and Amazon, some marketers believe the time has come for organizations to create campaigns that are geared for specific individuals. However, just 6 percent of marketers have plans for the coming year that include personalization (1). The reason behind this trend isn't difficult to understand. Buyers – 45 percent of customers using the Web to discover new solutions – tend to prefer sites that highlight content for them based on their purchasing history and other information.
Why does personalization work?
There are a couple of reasons why buyers appear to prefer websites that cater content to their preferences. First, it creates the illusion that they're more in control of their experiences (2). Because purchasers aren't inundated with every possible choice, they're in a better position to make informed decisions. The options provided to the customer are relevant, which also demonstrates to the person looking for a solution that the business is tuned into his or her needs.