Smarter ways of personalizing digital content have been fast gaining momentum in today’s competitive marketplace for past few years. Research says that more than 70% customers prefer to leave sites where they are unable to find content relevant to their needs in the first few minutes of their visit. Hence, data analytics, right context and use of intuitive algorithms in displaying the right content at every step has become key parameters in defining success for any business operating on digital platforms.

In fact, there are quite a lot of things which an organization has to consider, when it comes to content personalization. Automation can play a bigger and vital role in making this process smarter and hassle free. From personalizing web content to applying dynamic personalization to emails, automation can be used effectively to create the right impact needed at the right time.

Predicting right customer behavior can help in categorizing visitors into different sets and make them available with relevant content. Automated processes can be used to identify visitors from different categories such as

  • First-time visitors
  • Repeated customers
  • The ones who spend regularly or the ones who spend the most on your site

This categorization of various scenarios can help effectively in generating content based on real-time audience insights. Personalizing web content based on location, weather, age, production, brand affinity, browsing history, abandoned carts, stock levels etc. helps in making the content relevant and more useful to the visitors and get their attention. Hence responding to visitor’s individual needs in real time has now become the utmost importance in turning a visitor into a loyal customer.

It has been long enough since organizations started using emails as an official medium of communication. Advancement in automation has empowered organizations with options to apply dynamic customization where each message holds the potential of becoming an individualized webpage. Emails have been known for generating highest ROI among the digital channels for a long time and now with automation and real-time advancements, it holds a lot of potential once again. Real-time contextualization, interactive vouchers and time-based promotions bring in more relevance to emails whenever it is opened. Recommendations have become intelligent and is delivered based on need and affinity of the customer.  Automation can now literally provide the emails with an infinite shelf life with real-time content for customer whenever he opens it. If a customer opens an email today, he gets to see the content that is relevant today but if he opens it two weeks later, he will get to see an updated content which will be relevant after two weeks from now.

Automation can also help in understanding your customer and present you with detailed insights before you actually work on the content. Most of the organizations will agree to the point that turning data into insights and insights into actionable items is very important for success in any campaign. Considering that most of the data have been created in last few years, use of smarter analytics to make out meaningful information from this data, where it can be the very first step one should take to welcome his customers. For any organization, there is a big grey area where a lot of questions exists like – where do my customer’s spend maximum money, what is the best cross-sell / up-sell, what are my key visitor personas, what are my key product / service affinities etc. Knowing accurate answers to all such questions and having a real-time audience segment ready helps in ensuring right content to the visitors. Instant segmentation, dynamic and actionable contextualization can help in making out useful information from a heap of unstructured data coming from disparate data sources.

Web Content Management Tools can play a vital role in implementing such automation processes which can eventually give organizations a competitive edge by providing their customers a seamless, multichannel experience over others. Mobile friendly and self-optimizing landing pages can be easily created using site/page templates while adhering to the brand guidelines. Personalized content and messages can be configured easily so that specific visitor segments can be provided with relevant tailored messages. A/B and multivariate testing can be programmed to get insights of the parameters that are driving conversions. Use of metadata and content tagging helps in easy retrieval of the right content on any automatically generated page. On page analytics allows content authors to see page performance such as downloads, videos watched, micro and macro conversions etc. adding insight and context to the content creation process. Intelligent Dashboards aggregates real-time site information and expose cross-channel insights to provide instant visualization on customer engagements. These tools also provide personalization manager to tailor content for visitors and present them with contextualized information relevant to their demographics, purchase history, interests etc. Segmentation criteria can be configured to fit with the specific user base and define exactly when to surface the personalized content. Adaptive navigation can amplify visitor engagements by empowering them to access content using any path they prefer and by surfacing content to them based on their browsing nature while behavioral targeting uses historic information about a visitor’s interests and connect them with tailored messages or offers.

Rupak Jana

Rupak Jana

Consultant Enterprise Collaboration at Aspire Systems
Rupak is an Enterprise Collaboration consultant with 6 years of experience in the areas of Portal & Content Management.
Rupak Jana