From the Editor - Feb '15
Let’s Get Personal
Ask any consumer why they remain loyal to (and regularly purchase from) certain brands and the answer will likely be the same: they deliver a personalized, useful and meaningful experience.
The problem is that most companies simply have no idea how to take advantage of this, no longer nascent, trend toward delivering personalized experiences. In fact, according to a 2013 Econsultancy report (“The Realities of Online Personalization”), 72 percent of companies say they don’t understand how to carry out website personalization (the common barriers are the lack of technology or the inability to translate data into action). As a result, only 29 percent of marketers today invest in website personalization and the use of behavioral data. That changes now.
Digital enterprises that recognize the importance of engagement and actively deploy solutions that deliver a more personalized experience to Web consumers are those that will more quickly establish a loyal following and drive positive business results in 2015 and in the years to come. In this month’s feature article, Website Magazine Associate Editors Allison Howen and Derek Schou profile the many technology solutions, tactics and techniques that are helping brands get more personal with their audience of prospects and active clients.
Engagement and personalization is the primary focus of this edition of Website Magazine, and readers will find a range of articles tackling this fascinating topic. This issue also includes guidance on the use of gamification within the enterprise, some advanced marketing automation techniques and some very useful insights on using humor when in pursuit of conversions. These pages also contain useful and practical information on design trends in e-commerce, as well as tips on content optimization, migrating servers and driving more revenue from email marketing initiatives.
As always, we hope you enjoy this issue of Website Magazine and invite you to join us on the Web, where our editors and contributors explore the topics that matter most to your digital success.
Best Web Wishes,