FREMONT, CA: Personalization has always been a fantasy that most marketers indulge in, where they can directly interact with individual consumers while controlling the context and timing of the content delivered. It is vital to acknowledge the fact that there are limits to the personalization fantasy.
Influential digital businesses such as Amazon and Netflix can attribute much of their success to the powerfully predictive personalized content recommendations, and email marketing has been using essential personalization tools. Still, when the marketing departments tried to reinvigorate the personal, connectionproviding experience of having a strong, responsive – but moderate – shopping assistance, there have been hit by technological stumbling blocks.
It will not be too much to say that personalization is a spectrum. For numerous ecommerce businesses, for instance, diminishing returns have been noticed when trying to build tiring programs into their backends. Likewise, the speed at which content could be tested meant that automating optimal content servings to specific user segments is time-consuming, and finally, they were unable to keep up with the consumers’ constantly shifting needs.
Artificial intelligence (AI) is the fuel for progress
As real-time data becomes actionable for marketers to use effectively, platforms possess better agility and adaptability. Personalization efforts become granular, leaving businesses with some serious decisions to make.
AI enables the extraordinary quantities of data available to carve into a detailed, accurate, and nuanced psychographic segmentation, where the marketers can dissect the data to draw out patterns of contextual behavior within them.
This indicates that the content can be served to a hyper-specific personality kind based on the specific context, providing marketing with the power to affect behavior online on a whole new level.
However, there are challenges to this. When personalization is regarded to be a ‘quick fix’ for conversion problems and brands aim to manipulate their consumers into buying, they’re on to a losing battle. As because of the increasing concerns about data use, increasing awareness of how digital media operates, and a general skepticism towards businesses are all the concerns that enterprises must be wary of.