Websites are the modern day calling card, storefront and customer service department of today’s businesses. People are now more comfortable browsing and purchasing on the web, and our mobile phones are the first place we go to search for information, entertainment and products; a one-size-fits-all approach is no longer an adequate way to provide relevance and bolster affinity between multiple audiences and your brand.
Through the use of tagging, tracking and content categorization tactics, creating a custom content experience is easier than ever. Customer relationship management systems (CRMs) allow us to catalog individual audience characteristics and make it easy to practice segmentation. While this is a great start, as an industry we should aim for more one-on-one connections through the use of personalization and custom web experiences.