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Personalisation in digital marketing


There’s no denying that personalisation plays an increasingly big part in providing a good online customer experience. But what is personalisation, and how can you include it in your marketing strategy?

Why personalisation?

Personalisation consists in providing the right message to the right person, at the appropriate time and within the right space. Some of its advantages are increased value to customers and loyalty. With a surge in the use of ad blockers, adopting personalisation could become invaluable to businesses.

Personalised content with the right quality and quantity of ads as well as responsive web design are two solutions which can result in increased visitor engagement, improved customer experience, and increased conversion rates. Personalisation is applicable to any industry as long as you enhance the user experience and design it based on your specific audience.

How to implement personalisation

Personalisation in digital marketing should be approached holistically.  A good user experience is achieved by:

  • implementing web personalisation according to the user’s intent and motivation
  • utilising behavioural data and helping the visitor in an intuitive way, so that they are able to quickly find what they are looking for
  • ‘delighting’ the visitor and presenting the information in an unexpected way


Compliance with privacy laws

As personalisation relies on the collection and segmentation of customer data, the recent introduction of GDPR is likely to make the process much harder for businesses. Users are now able to gain more control over their personal information, and opt out of any marketing communications if they wish. The challenge for marketers is to lawfully source personal data for the purpose of personalisation. On a positive note, this will give marketers the opportunity to focus on the quality of their relationship to customers as opposed to the quantity of contacts.

The first step is to think about the nature of the information you are collecting, who is collecting it, how, and why. Further consider how it will be used and who it will be shared with. To stay GDPR-compliant you need to have privacy notices that explain how you will use the user’s personal data at the point of data collection. GDPR demands a privacy notice to be concise, transparent, and written in clear and plain language.

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Emma Urjasova

Account Executive at Webcertain
Emma is an Account Executive at Webcertain, where she supports B2B clients with multilingual digital content optimisation. Emma holds a Master’s degree in advertising and marketing and has experience in public relations, business and academic administration, and international market research, specifically in the B2B sector. She is an avid reader, a jogger and a follower of the yoga philosophy. Originally from Latvia, Emma now lives in the UK.

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