Computerized personalization is applied to customer relationship management, electronic commerce, and information portal services. In order to reach the desired audience and engage with them, brands have to meet them on their terms. The process of segmentation goes some way in differentiating an audience by demographics, behavior or attitude. Essentially, there is no more ‘one size fits all’ marketing and personalization is one of the best ways to increase the effectiveness and relevancy of brands messages something that’s especially needed when it comes to e-commerce.
Personalization techniques vary, from simply addressing someone by name in an email to dynamic content and offers displayed on websites based on previous behavior and browsing history. Personalization isn’t just about the initial point of contact. The more sophisticated the personalization the more individually tailored brands can make each customer’s journey.