Remember the first time a website greeted you with your first name? “Welcome back [NAME]!” For millennials, that was likely a website like Facebook or Netflix. People from this generation have become quite blasé when it comes to this type of personalization. Some of us older folks still remember how warm and fuzzy it felt to see our name in the screen. Then the personalized promotions started coming in and we thought to ourselves – “geez these guys really get me” or at times perhaps “this is a bit creepy.”
One to one marketing is not new. As the folks at Evergage write, the first documented uses of this tactic can be traced back to the late 90s. Levis and Toyota were among the first companies to leverage it, by having website visitors answer a set of questions to tailor their experience or get personalized product recommendations. We’ve come a long way since. And we’ve also learned to distinguish between personalization (which occurs automatically using data), and customization (which requires the user to indicate or adjust certain preferences to customize their experience).
So what exactly is 1:1 personalization?
It’s the practice of delivering a unique experience for each person using available data. This means every single website visitor sees the content that is most relevant to them, resulting in the best use of their attention span, a highly effective UX and more conversions.
It may sound intimidating, but thanks to things like machine learning and real-time analytics, it’s gotten a lot easier since the early days of the web. Meaning you don’t need to have an army of developers to put it in practice.
What do you need to implement 1:1 personalization effectively?
Like any marketing tactic, it’s a good idea to start with the goals you have in mind. Are you looking to reduce bounce rates or increase conversion rates? Keep these in mind as they’ll be the things you’ll want to track.
You’ll need to pick a tool to do this because needless to say, it’s impossible to do it all manually. Oh, and before I forget – don’t be creepy. Use this powerful tool wisely by focusing on context above all.
Which 1:1 personalization service is right for you?
Take a look at the listing below to compare vendors by:
- Implementation time and requirements
- Ease of use
- Features available
- Level of support provided in knowledge base and help desk