Don’t ask your customers what they want, personalize

In today’s digital age, consumers have an abundance of choice when it comes to the products and services they consume. With the explosion of information and the proliferation of online shopping, consumers have access to a nearly limitless array of options and content at their fingertips. In such a competitive landscape, it’s more important than ever for businesses to stand out and offer a personalized experience to their customers.

One famous quote that perfectly sums up the importance of personalization is from Henry Ford: “If I had asked people what they wanted, they would have said faster horses.” Ford’s point is that people often don’t know what they want until they see it, and it’s up to businesses to anticipate and meet the needs of their customers in a way that they may not even be aware of.

One way that businesses can achieve this is through the use of content personalization, powered by Machine Learning. Content personalization is the practice of tailoring the content that a customer sees to their specific interests and preferences. This can take many forms, such as recommending products based on a customer’s past purchases or showing them articles or videos that align with their stated and observed interests.

The Opportunity

The benefits of content personalization are numerous. For one, it helps businesses to better understand their customers and what they want. By gathering data on customer behavior and preferences, businesses can create a more targeted and personalized experience that speaks directly to their customers’ needs and interests. This can lead to increased customer satisfaction and loyalty, as customers feel like they are being listened to and their needs are being met.

This finding is further supported by the findings of a study conducted by Accenture. According to the study, 91% of consumers say that they are more likely to shop with brands that provide offers and recommendations that are relevant to them. This demonstrates the strong desire that consumers have for a personalized experience and the value they place on brands that are able to deliver it.

In addition, content personalization can help businesses to increase their conversion rates. By showing customers content that is relevant and tailored to their interests, businesses are more likely to capture their attention and turn them into paying customers. This is especially important in today’s fast-paced, attention-deficient world, where it’s easy for customers to get overwhelmed and lose interest in a product or service.

Another benefit of content personalization is that it can help businesses to build trust with their customers. By showing customers that they understand their needs and preferences, businesses can create a deeper level of trust and connection with their audience. This is especially important in today’s digital age, where trust is often hard to come by due to the prevalence of fake news and misinformation.

Of course, personalization isn’t a magic bullet and it’s important for businesses to use it wisely. Personalization should be done in a way that respects the privacy and preferences of customers, and it should always be opt-in rather than opt-out. In addition, businesses should be careful not to over-personalize to the point where it becomes creepy or invasive.

Cautionary Tale

One famous and cringe example of the power of content personalization is the story of Target’s pregnancy prediction algorithm. In the mid-2000s, Target developed an algorithm that was able to predict with startling accuracy which of its customers were pregnant. The algorithm was able to do this by analyzing the purchasing habits of its customers and identifying patterns that were common among expectant mothers.

As reported, the algorithm might have noticed that a teenage girl was suddenly purchasing larger sizes of clothing, or that she was buying items like lotion and vitamins that are often associated with pregnancy. Based on these clues, the algorithm predicted that the girl was likely pregnant and send her targeted coupons and advertisements for baby-related products, which were intercepted by her father.

This story caused a bit of a stir when it was first reported, as some people were concerned about the potential invasion of privacy. However, the vast majority of Target’s customers were thrilled to receive personalized coupons and advertisements, and the program was a huge success for the company. In fact, Target’s “Guest Marketing Analytics Department” has played a key role in a $23 billion increase in its revenue in only eight years.

In conclusion, content personalization is an important tool for businesses in today’s digital age. By tailoring the content that customers see to their specific interests and preferences, businesses can create a more targeted and personalized experience that leads to increased customer satisfaction and loyalty. Want to learn how? Talk to the team at Superlinked.

About Superlinked

Superlinked is a VC-funded startup based in the UK that helps developers of social products (such as communities and events apps, publishers and social media), build their own ML-powered personalization engine to deliver a highly relevant user experience, driving engagement and retention