The Importance of Website Customization
Posted: April 08, 2014
Having a customized website is not all about making it eye catching. Customization can also result with the content the site provides. Customized content can play a big role in the way people view your website.
Having a customized website is not all about making it eye catching. Customization can also result with the content the site provides. Customized content can play a big role in the way people view your website.
Meghan Keaney Anderson, a product marketer at HubSpot, shares why customized content is important for your website.
Last year, research from Aberdeen's Trip Kucera projected 2013 to be the year of personalized content. 86% of the marketing executives studied by Aberdeen said they planned to develop a process to map content assets to buyer personas that year.
For the vast majority of companies we talk to, however, personalization has stayed largely in the realm of email marketing. Using marketing automation tools, companies have become adept at triggering emails based on behavior, interests, and demographics.
If you're a marketer today you probably know that targeted emails are effective. But what happens when someone clicks through that targeted email only to end up on a static, generic website? The natural progression of personalized emails should lead to a personalized website, but limitations in technology and strategy have delayed this realization so far.
Read the entire article on Hubspot.