Publishers and advertisers can personalize content for their audiences according to many different criteria, including:
- Content types
- Time of day
- Purchase history
More specifically, they can use valuable data sets to build different types of content personalization strategies, such as:
- Demographic personalization. This involves personalizing content based on factors like gender, employment, income, and IP address. A tech advertiser, for example, might target work-from-home professionals with personalized equipment recommendations for their remote offices.
- Contextual personalization. This is the process of customizing messaging based on the content people have already engaged with or are currently engaging with. A cosmetics brand, for instance, might launch personalized ads within a beauty publisher’s weekly newsletter, reaching those who’ve already expressed interest in their industry and offerings.
- Behavioral personalization. Businesses can deliver personalized content based on actions people have already taken, such as starting a free trial, downloading an ebook, putting items into a virtual cart, or sharing a blog post. Say a customer starts a free trial of a subscription service. As the trial nears its end, the business can reach the customer with personalized push notifications, inviting them to sign up for the full membership or subscription package.