Content targeting is all about getting the right content to the right user at the right time. While targeting used to be something large companies with big budgets utilized to make incremental improvements on transactions, it’s becoming increasingly important that organizations of all sizes start looking at content targeting.
This is largely attributed to the explosion of mobile device usage, which goes beyond just another form factor to how your sites are being used. People are online more often than ever before because they have their devices with them at all times. However, they are online in shorter bursts for specific, immediate needs in the context of their daily activity. In order to hold the attention of this new type of Web consumer, we must speak directly to them with content that is relevant to who they are, where they are, and what they need or are doing.
The tricky part is understanding your users, which can range in complexity. Usually, the more specific your overall goals and interactions with your user, the easier it is. However, in most real-world cases, we find that understanding a user can be quite complex. When a visitor visits a site, we need to determine the reason behind each specific visit. To do this, we must leverage both explicit information provided by the user (or about the user provided from sources like preferences or a profile page), and implicit information based on the user’s behavior on the site and other interactions with your organization.
When it comes to user behavior, certain behaviors are more accurate in helping us understand what a user wants. Behavioral targeting projects often discuss the use of click stream analysis, but this turns out to be a pretty inaccurate indicator of what the user actually wants. On the other side are purchases, which are great in that they tell us exactly what the user wanted. However, by that time, we’ve already missed out on the opportunity to engage with the user with up sells, cross sells, and other useful information. They already have what they need and are on their way. A purchase can certainly help us during the next visit, but it’s not usually that valuable during a visit.
However, when a user’s behavior is of the engagement type, they are telling us exactly what they want. Comments, ratings, and the ability to download content are quite important. Users love these types of features because it gives them a channel to communicate with your company and community. At the same time, these types of features are also the most accurate indicators of what the user wants during a given visit to your site, often prior to a major conversion like contacting your sales department, or even making a direct purchase.
Traditional approaches in handling audience-specific content on websites include creating mixed audience pages with content that speaks to more than one audience on a given page, or creating stove-pipe websites where sections are dedicated to each audience, or a mixture of the two. These approaches make it difficult for users to get to the content they want, especially in a mobile context.
With Crafter Rivet, we can handle content targeting in a much more effective way than these older approaches. Crater Rivet supports dynamic content through the use of templates, which along with the help of other components in the system, can make decisions about how, when, and what content to serve to any given user.
Content targeting in Crafter Rivet relies on a rules engine. The rules engine has access to information about the user which can be acquired from the user profile – populated by the user through a profile Web form, a CRM system integration, or other data source – location provided by the browser, social graph through Facebook integration, user activity tracked and recovered from analytics integration, and so on. Using these data points, the rules engine will work in conjunction with the template engine to create a unique, personal experience for each user or type of user.
To learn more about how Crafter Rivet can address content targeting, visit crafterrivet.org.