How Website Personalisation Impacts Online Marketing

A non-personalised website always displays the same content, no matter who is looking at the site. Non-personalised websites rely heavily on navigation and search, which are the main ways for users to extract information from the site.
Personalised websites, however, are those websites that are customised, using various types of technology, to accommodate different consumers. They take into account a consumer’s personal preferences and clicking behaviour in order to display the most relevant and appropriate content for each individual.
The two main types of personalisation are ‘Prescriptive personalisation’ and ‘Adaptive personalisation’.

Prescriptive Personalisation

Prescriptive personalisation is sparked by an interaction with the consumer and relies on a number of areas. These areas include the consumer’s preferences, their recent activity, their history, their current clicking behaviour, the context in which they are looking (whether at home or work etc.) and the time of day.

Prescriptive personalisation ensures that appropriate offers are made to the consumer. For example, some people will receive adverts relating to a sporting interest. Other consumers may have just bought a new car, online, and will have seat covers advertised to them for that particular car. They won’t, however, be targeted for another new car. Ultimately, prescriptive personalisation ensures that offers are relevant to each individual.

There are two key types of prescriptive personalisation; explicit and implicit personalisation.

1. Explicit Personalisation

Explicit personalisation relies upon a visitor’s profile to determine the content that they will see on a website.

2. Implicit Personalisation

Implicit personalisation relies upon technology to monitor and track a consumer’s navigation around a website. It incorporates business logic (a set of business rules) in order to deliver content in a way that is most appropriate to that particular consumer.

Adaptive Personalisation

Adaptive personalisation predicts the content a consumer is looking for, before and during an interaction. It does not rely on set business logic or rules. Although set business rules are effective for the majority of people, they can often miss the minority.
Adaptive personalisation continually adapts to meet the needs of each consumer. It is a fairly new phenomenon that has great scope for development in the future.

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