personalization personalization

Personalization may be genuine One To One Marketing? in which the CMS serves content designed for each individual visitor.

Amazon currently has the most powerful personalized portal on the web. It uses every past purchase, and products browsed, to form a pattern on which to base purchase recommendations.

Less powerful personalization systems aggregate visitors by shared properties, tailoring the content delivery to broad categories. These categories are sometimes called channels?, requiring different content, or perhaps only different presentation of the content.

Customization is a form of personalization that allows individuals to tailor the content to their needs, for example making a weather report their top item.

Personalization of pages requires that Delivery be from dynamic servers.

References:
Argus-ACIA
Monica Bonett
Corante: Personalization to Socialization
Gerry McGovern on why it hasn't worked
Jakob Nielsen
Thomas Van der Wal

Related Terms: OneToOneMarketing?, Customization

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