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Q. There are many who say content personaliation is key to engaging consumers effectively. But does it really matter? For years, media has proliferated without customisation?
A. In today’s world, personalisation is an imperative (apart from being a buzzword) for engaging with prospects, whether in virtual onnects like e-commerce or getting feedback about brands and services.
This can be achieved through a variety of means, such as recommending products based on previous purchases, customising the layout and content of a website based on user behavior, or providing personalized services through the use of AI.
Personalisation can be achieved through a variety of routes to enhance increased relevance and increased user satisfaction through retention.
There can be different routes to personalisation viz :
#Contextual personalisation,
#Behavioural personalisation
#Demographic personalisation
#Collaborative personalisation
#Predictive personalisation.
Needless to say, this kind of granularity of personalisation would make engagement with different type of customers very fruitful for businesses.
It may be useful to add a word of caution here that over-personalisation might ultimately leads to invasion of individual privacy and cause irritation. So, it needs to be done judiciously. One can’t forget that in the ultimate analysis, consumers are not just an algorithm and they have unique feelings and emotions too.
Hence, while personalisation can lead to an engaged customer and hence their retention, it can boomerang and generate customer irritation too. The skill is to be sensitive about how far is too far.