Personalisation is particularly at home in eCommerce and digital commerce, iROI digital marketing and artificial intelligence. The term describes how products, services or content are customised to individual users. The aim: everyone receives offers and information that match their personal interests, preferences or needs.
An illustrative example: when shopping online, an online shop does not show every visitor the same thing. Instead, recommendations for products are displayed based on previous purchases or search behaviour. So if you often buy sports equipment, you will see new offers from this area more frequently.
Personalisation often uses data that reflects the behaviour or wishes of users. This enables companies to respond to individuals in a more targeted manner and increase customer satisfaction. At the same time, personalisation helps companies to better retain customers and sell more successfully.
In digital marketing, personalisation ensures that only relevant advertisements or newsletters are sent out, for example. Artificial intelligence can also be used to further improve personalisation, as large amounts of data can be evaluated and processed at lightning speed.
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