Turn Big Data into Smart Data - Content Personalization
What do we mean when we talk about content personalization? It isn’t super complicated: content personalization is really just a fancy name for showing targeted content to a user who visits your website. We can all agree that people visiting your site have different intentions: some are there to buy something, others are simply doing research, and some might be trying to get a job with you. Then you have first time visitors, and returning ones. Some don’t know why they’re there and are looking for a way out. Currently, most CMSes provide a way for you to create individual landing pages with tailored content, but these landing pages still display exactly the same content for all visitors – no matter what they’re searching for or how they got there in the first place. These websites try to appeal to a wide range of visitors simultaneously, and thus do a poor job of exciting any of those visitors.
Now, wouldn’t it be awesome to display different content and call-to-actions for different types of visitors on those same landing pages? Wouldn’t you love to make each visitor feel like they participating in a custom experience created just for them? Content personalization allows you to target different content to different types or groups of visitors based on their behavior or other factors – all on those same landing pages.
How does this work? Let’s walk through an example. Imagine I am a 33 year old male visiting my favorite online store. If this store knows a few things about me already, such as my location, what device I usually use, how often I visit and how long I usually stay on each page, there's a really good chance they can customize content that will convert me into buying something more quickly – much more quickly than if I get the same content as every other visitor to that site. By using the data that is available to you about the visitor, it helps you give the user the appearance that you built your website just for them.
Heading to the ASAE Tech Conference on Dec 16-17? If so, learn more about content personalization during our live demos at BOOTH #705 or make an appointment at the show to speak to us one-on-one.
So, what kinds of data can you use to tailor your content for your members?
Anything and everything that you know, and that is known about them, can be used to your advantage! Location, keywords they searched for, ads they clicked on, whether they’ve been to the site before, their buying history – all this data is used and compared against a set of variables that you have put in place. At it's most simple level, the users’ location and time of day are easy to detect, and can be used right away. If the user is close by, you might want to offer really hot deals that might entice them to come into your store. Or if it's early in the morning, you might want to welcome them to the day with a bit of whimsy, all whilst offering them an early riser discount. The possibilities are endless.
What about specific demographics?
But, that's the easy stuff -- what about more specific demographic and psychographic data? We can definitely use this to our advantage, especially in the B2B world, where the sales cycle is more long term than plain ol' eCommerce. If we know the user in question has already visited your site, and been touched a few times with marketing, then it’s time to ratchet up the calls to action to help guide them down the sales funnel.
If we know this visitor has already purchased something, there's no need to overwhelm them with a barrage of marketing content. Why not show them something about your product they haven't seen yet, or a brand new feature?
If the visitor is new to your site, you might want the ability to tone down your marketing messages until they are ready, or be able to offer them a hard-to-resist whitepaper for free. Whatever you decide, you can see how with content personalization, you can really turn your business' marketing on its head, making it even more powerful than ever.
How do associations use personalization?
If you're reading this blog, then you're in luck! A new Drupal module called Lift allows associations to confidently communicate with their audience based on real-time behavior and historical interactions; in many cases, triggering relevant e-mail offers and information based on the specific context of each individual’s situation.
Among its many features, our content personalization product:
Using data to anticipate your audience’s needs is a way of respecting their time and attention. Big data becomes smart data, empowering association marketers and site builders to build immersive and automated personalized digital experiences from the ground up.
If you're in the DC area and heading to the ASAE Tech Conference & Expo on Dec 16-17, learn more about Lift during our life demos at BOOTH #705 or make an appointment at the show to speak to us one-on-one.