Was ist Personalization?
Personalization in marketing means adapting content, offers, and experiences based on user data. Levels: Basic (name in email), Segment-based (by industry/interest), Behavior-based (based on actions), Real-time (dynamic website content). Data sources: CRM data, website behavior, purchase history, survey responses, demographic data. Applications: Personalized emails, dynamic website content, product recommendations, retargeted ads. Tools: HubSpot, Dynamic Yield, Optimizely. ROI: Personalized emails have 29% higher open rates and 41% higher click rates. Consider data privacy (GDPR).
Wichtige Punkte
- Individual adaptation of content
- Different personalization levels
- Data quality crucial
- 29% higher email open rates
- GDPR compliance important
- Balance: Relevant, not creepy
Praxisbeispiel
“Through personalized product recommendations based on browsing behavior, our revenue increased by 15%.”