This can be done in many ways, from the deployment of AI-powered chatbots that can address each customer’s specific concerns immediately to lists of recommendations that vary from person to person. No matter what technology or strategies they use, it’s vital for brands to design, update, and maintain their websites to keep pace with the trend toward personalization. How digital personalization should and shouldn’t work How many times have you ordered a pair of shoes online and found yourself being relentlessly pursued by shoe ads for the next several weeks? This is a prime example of how digital personalization shouldn’t work. If brands want to understand which types of personalization are most effective, it’s important for them to know what to avoid. Bad personalization is often worse than no personalization at all. A recent survey by Gartner found that 38 percent of consumers will “stop doing business with a company if they find personalization efforts to be ‘creepy’” (for example, ads that chase you around the Internet for weeks on end). This concern about “creepiness” is instructive for brands trying to determine how to personalize their websites. Beyond the rejection of ad algorithms that bombard users with suggestions for products they’ve already purchased, brands need to be extremely careful with how they use consumer data. Consumers are willing to share data as long as it results in improved products and experiences, but companies have to be transparent about how those data are collected and used. They should also allow consumers to opt out of data collection if they don’t feel comfortable with it, and this option should be clearly visible on their websites. Digital personalization is among the most powerful tools brands have for consumer engagement, and they should ensure they’re using it as responsibly as possible to avoid turning an advantage into a serious liability. Best practices for website personalization Almost one-third of consumers say they purchase products online weekly or more often. This is one of many indicators that digital experiences are becoming more and more important, and considering the fact that almost a third of consumers report that they’ll stop doing business with a brand after a single bad experience, it’s a reminder that a brand’s website is one of its most indispensable resources. There are many mechanisms for tracking consumer sentiment and improving experiences, such as Voice of the Customer platforms that collect data on net promoter scores and other engagement metrics across channels. Brands can also deploy dynamic text and images which are customized for each individual user with platforms such as Mutiny. The digital tools a brand decides to use depend on its individual circumstances, which is why brands should focus on a few broad principles when managing their websites. First, recognize the difference between being helpful and invasive. While many consumers welcome personalized product recommendations, assistance from a chatbot, and other types of engagement that address their individual needs, they don’t want to be bombarded with prompts and flashing ads that make their user experience clunky and annoying. Second, be completely transparent about your data collection and use practices, make it easy for customers to opt out, and allow them to customize their data settings as much as possible. Third, prioritize customer feedback and explain how it will be used to improve products, services, and experiences. We have witnessed a fundamental change in the way consumers interact with brands – they no longer want transactional relationships that make them feel interchangeable with everyone else. They want to be treated like unique human beings with their own interests and concerns, which gives brands an opportunity to forge more meaningful relationships with them than ever before. Bluebrook Media presents a revamped version of the blog on “How Digital Personalization Builds Trust and Loyalty.” In today’s digital-first world, customers are increasingly demanding products, services, and experiences that cater to their specific needs. Therefore, it is crucial for companies to design websites with each unique user in mind. When companies demonstrate that their customers are valued as individuals, they build trust and loyalty over the long run. Here are some of the reasons why personalization has become one of the most critical concepts in consumer engagement: Epsilon’s research shows that 80% of consumers are more likely to do business with a brand if it offers personalized experiences, and 90% find personalization appealing. Shifting norms around media engagement have led to a permanent change in attitudes. Consumers are now able to curate their own information streams through social media, which has led to an expectation that their own priorities and interests will be understood by the brands they do business with. Personalization can be done in several ways, from the deployment of AI-powered chatbots that can address each customer’s specific concerns immediately to lists of recommendations that vary from person to person. However, there is a fine line between helpful personalization and invasive personalization. For instance, consumers reject ad algorithms that bombard them with suggestions for products they’ve already purchased. A recent Gartner survey found that 38% of consumers will stop doing business with a company if they find personalization efforts to be “creepy.” Therefore, brands need to be extremely careful with how they use consumer data and avoid turning an advantage into a serious liability. To make the most of digital personalization, brands should follow these best practices for website personalization: Recognize the difference between being helpful and invasive. Be transparent about how consumer data are collected and used. Allow consumers to opt out of data collection if they don’t feel comfortable with it, and make this option visible on their websites. Use mechanisms such as Voice of the Customer platforms that collect data on net promoter scores and other engagement metrics across channels. Deploy dynamic text and images customized for each individual user with platforms such as Mutiny. In conclusion, digital personalization is one of the most powerful tools brands have for consumer engagement. To build trust and loyalty, companies need to design websites with each unique user in mind, and provide personalized experiences across all their communication channels. By following best practices and avoiding invasive personalization, brands can turn personalization into a competitive advantage. Personalization can give organizations a competitive advantage by building trust and loyalty among customers. To achieve this, companies need to develop websites that are easy to navigate and designed with each unique user in mind. According to Epsilon, 80% of consumers are more likely to do business with a brand that offers personalized experiences, and 90% find personalization appealing. However, companies must also be transparent about how they collect and use consumer data, as bad personalization can be worse than no personalization at all. Brands should recognize the difference between being helpful and invasive and focus on principles such as deploying dynamic text and images customized for each user and providing personalized experiences across all communication channels, including social media. Overall, companies that prioritize digital personalization are better equipped to meet the shifting consumer expectations and build long-term relationships with their customers.

Digital personalization can give your organization a competitive advantage by building trust and loyalty with customers. It is essential for companies to design websites with each unique user in mind, demonstrating that their customers are valued as individuals instead of generic consumers. According to Epsilon, 80% of consumers are more likely to do business with a brand if it offers personalized experiences, and 90% find personalization appealing. Consumers are willing to share data as long as it results in improved products and experiences, but companies need to be transparent about how the data are collected and used. Personalization can be done in many ways, such as through the deployment of AI-powered chatbots or lists of recommendations that vary from person to person. However, brands need to avoid bad personalization, such as ads that chase users around the internet for weeks on end, which can turn an advantage into a serious liability. Brands should focus on a few broad principles, such as recognizing the difference between being helpful and invasive and allowing consumers to opt-out of data collection if they don’t feel comfortable with it. By personalizing their websites, brands can keep pace with the trend toward personalization and improve customer experiences, building trust and loyalty over the long run.

Ads or recommendations that feel intrusive or pushy. Brands should aim to strike a balance between being helpful and respecting consumers’ privacy.

Another best practice for website personalization is to use data to create a seamless experience for users. For example, if a user has previously purchased a certain type of product, the website can use that information to make relevant recommendations or suggest complementary items. This can help to increase customer satisfaction and encourage repeat purchases.

Finally, it’s important for brands to be transparent about how they collect and use data. Consumers are becoming increasingly aware of data privacy concerns, and brands that are upfront about their data collection and use practices are more likely to build trust with their customers. Brands should clearly communicate their data privacy policies on their website and provide easy opt-out options for consumers who are uncomfortable with data collection.

In conclusion, digital personalization can give organizations a competitive advantage by building trust and loyalty with their customers. By using data to create tailored experiences for each individual user, brands can improve customer satisfaction, increase sales, and strengthen their overall brand reputation. However, brands should be careful to avoid intrusive or pushy personalization strategies and should prioritize transparency and respect for consumers’ privacy.