Before content personalization was possible, consumers were forced to engage with whatever content businesses provided for them, whether it was relevant or not. Today, this is no longer the case. The fact is, we crave personalized experiences when it comes to engaging with businesses because we want to feel like our interests and preferences are actually taken into account. Personalization is like giving someone a suit already tailored for them. On the other hand, a non-personalized experience is like giving someone a one-size-fits-all baseball cap with a random team’s logo on the front. The difference is that personalization takes into account personal preferences and interests.
THE PERCEPTION OF CHOICE
The good news is, we have the technology to personalize content and web experiences—home pages, landing pages, calls-to-action (CTAs), and emails—so we should. Yet, the question still remains: Why do customers prefer a personalized experience? According to a study conducted by the University of Texas, consumers crave personalization because there is a greater perception of choice, which results in a “perceived decrease in information overload due to the connotation that the information displayed in a customized online environment is tailored to one’s needs.” The combination of a perceived decrease in information overload and a feeling of control resulted in the surveyed consumers experiencing greater media enjoyment…
