In the previous blog, we defined what content personalization is and why it matters. However, if you missed that post, personalization is all about making the content and web experience more relevant to the individual.
Based off collected data, personalized content adapts in real time to serve each user’s unique needs. Personalized content is context sensitive and instantaneous. A great example of content personalization is Amazon. Based on your preferences and behavior patterns, Amazon displays relevant product, which encourages you to buy and allows you to have a more personal web experience.
There are different strategies to approaching content personalization. Channel-based or omni-channel personalization aims to deliver personalized experiences across different channels and devices based on data from email, on-site, off-site, and even offline data—all in real time. This means that a user will see content specifically suited for the channel they choose to use, whether it be a desktop, tablet, or smartphone. Along with that, the content takes advantage of the particular channel’s strengths and unique features. Each channel has different variables that can be personalized for the user.
