Успешни практики за създаване на персонализирано онлайн съдържание
Best Practices for Creating Personalized Online Content

Author(s): Elena K. Slavkova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: personalization; key practices; customer data; tailored experience; technology
Summary/Abstract: In times of fierce competition and wide offering, personalization becomes key for providing experiences tailored to individual customers. Businesses can no longer be successful without showing customers how well they understand their interests and preferences to ensure long-term engagement and loyalty. Personalized content can be delivered in different ways and within several channels, but to be effective there must be a clear strategy that often includes the role of technology. To be able to segment the audience and distinguish individual behavior across the web, companies must collect and analyze customer data using machine learning to be able to draw useful insights about the so-called “personas” they want to target later on with personalized offerings. The present article aims to highlight the importance of doing personalization right by showcasing relevant examples and successful practices for generating tailored digital experiences. As a result, personalization becomes a win-win situation for all parties: users are more likely to see products they want to purchase, while businesses get a higher return on their marketing budgets.

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