By Loren Johnson, Senior Analyst, Digital Media Practice
Online analytics programs are ushering in a new era of media personalization that offers connections between marketers, publishers, retailers and their customers far beyond anything either has seen before. In the relatively new world of digital marketing, personalization offers an ability to offer site visitors a virtual handshake, a virtual look in the eye, and an opportunity to establish trust, respond to specific needs, and fulfill a visitor's service or product interests with a consistently targeted, polite, and positive experience.
This is the Stuff of Legend
Personalization has long been an objective for anyone trying to communicate a message with a receptive audience. In the online world, because every web site a visitor goes to, every second they spend on line, and every choice they make about viewing something, enlisting in something or buying something online is on demand and based on their own personal choices, personalized content delivery is a natural extension of an already personal browsing experience.
Now, for the first time, through the use of online analytics solutions and complex algorithms that capture and crunch huge volumes of a visitor's digital attribution - their unique visitor fingerprint - digital marketers finally have access to one-to-one connections with online visitors. This enables digital marketers, publishers, and virtually any other online messenger the wherewithal to provide a visitor with unique, personally targeted content, regional or local promotions, familiar and efficient information and site structure, and an optimized visitor experience. All of these, ideally, result in increased time on site, return visits and loyalty, an establishment of trust, and increased lifetime value and revenue from individual visitors.
