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Understanding the Types of Personalisation

Personalisation is the digital marketing term for the year 2017. Brands need to find a way to cater to the individual needs/tastes of their audiences in order to optimise the overall buying experience. 

Today, data is no longer a problem. Companies have the data about their customers like: 

  • from which channels are they coming, 
  • which devices are they using, 
  • how much time are they spending, 
  • what are their demographics, 
  • what is the average retention rate etc...etc...

The only problem that the brands are facing is - How to make use of this customer data in order to provide a seamless buying experience? This is where personalisation comes in. 

What is Personalisation?

Personalisation or customisation simply means identifying the different individual characteristics or behaviours of the users and delivering the exact services that the consumers need.

The Types

There are 3 types of personalisation:

1- Explicit personalisation - The visitors profile determine what content they will see and the user can change the content as per his/her needs.

Example: Think of Facebook! When you are login, you see your profile data, your friends data, your shared posts etc. Facebook automatically fetches the data from several profiles together that matches your profile data. It also provides me options to customise my profile, add friends as per my choice, add a cover photo of my choice etc. This means, the user has the choice to personalise his/her profile. This is explicit personalisation. 

2- Implicit personalisation - The users browsing behaviour determines what content they will see.  

Example: Think of remarketing on Google or Facebook! People see ads based on their browsing behaviour. An e-commerce site might sent you a message like - "I saw you browsing the quality Italian furniture, Well, we are now offering a 10% discount on this particular product?... Grab it today!! Bang on!!" - This way the companies can identify what the person is interested in and adjust or strategise their services accordingly in order to convert the user. 

3- Adaptive personalisation - The users interaction with the site/app and their current behaviour determines the kind of content they will see. The system automatically adapts itself and might provide options to the user to personalise his/her behaviour accordingly. 

Personalisation should definitely be included in your marketing strategy no matter whatever channels you are targeting. People always love to see content that is customised to their interests. 

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