On the 7th day of Christmas a great site gave to me...content personalisation

Posted by Carol Strachan on 08 December 2017

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74% of people get frustrated when a website contains content that has nothing to do with their interests*

Today's online customers expect a digital experience that's interactive, engaging and relevant to them. So by personalising each experience you'll cut through the 'digital noise' bringing the customer closer to you which will make them feel of value while building loyalty.

But in order to offer a truly personalised experience it's vital all your back-end systems are connected - and herein lies one of the main operational challenges faced by many organisations today. Without ensuring your CRM, CMS and other business solutions are all connected it will be impossible to deliver personalised 'context based' content to individuals based on for example, their subscription details or preference for certain types of information.

So given the integration challenge involved in setting up personalisation - is it still worth it?

The simple answer is YES - and here's a few of our reasons why:

  • Personalisation will improve customer engagement - it goes without saying that if you're delivering content that resonates with that customer, they're going to want to stay on your website  for longer and carry out more activities
  • Targeting relevant, value driven content will generate a sense of individualism for the customer and ensure greater satisfaction
  • Tagging or categorising content will enable easier navigation for the user so relevant content appears as they immediately land on the site thereby negating the need to search deeper
  • Using captured data, automated and personalised emails can be sent to customers at a time when they're most receptive to it - for example an annual subscription renewal reminder

Having created many dynamic and fully integrated websites for a number of organisations both large and small over the past 20 years, we know only too well how challenging the integration of numerous systems into one centralised solution can be.  Luckily, we thrive on the challenge and have a level of technical experience that's second to none which is why we're proud to call ourselves experts in this field. 

So, if you're looking into personalising the online experience for your customers but need some help with integrating your solutions - look no further.

Carol Strachan

Carol joined the Unified team over a year ago and brought with her a wealth of marketing experience gained over the last 20 years.  During her career, Carol has worked on some really exciting campaigns including the launch of 4G with Three and the Transforming Local Infrastructure project back by the Cabinet and supported by the National Lottery.  With Unified Solutions, Carol's sights are firmly set on helping clients realise their own digital potential.

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