How one-to-one marketing works on your website

What makes up a one-to-one marketing campaign on a website?

By leveraging tools like behavioral targeting, dynamic content, and AI-powered personalization, you can guide each customer through a journey that feels custom-built for them.

Let's explore how these elements come together.

Behavioral targeting
This is what drives the personalized experience for a user. By tracking user actions and behavior, product recommendations, promotions, and web content can be tailored to a customer’s journey through your site.

By understanding your customers through behavioral targeting, your website becomes more relevant and intuitive for every customer.

Example: Let’s say you run a fashion website. If a customer spends a lot of time browsing a specific collection on your website, you can target them with related items from that collection on your homepage on their next visit.

Dynamic content
Your behavioral targeting drives a core element of marketing personalization on your website. Dynamic content is when web content changes in real time based on the user’s behavior and preferences.

Essentially, it’s creating that individualized experience for a customer based on the behavioral data you’ve gathered.

Example: Continuing with the fashion website example, this could take a number of forms including:

• Personalized offers based on purchase history
• Banners advertising specific items based on purchase history
• Discounts on items the customer viewed but didn’t purchase
  
  Personalized user journeys
  Using dynamic content, you can build personalized user journeys through your website.

Every step of the experience, from landing pages to checkout, should feel tailored to each customer using some of the dynamic content methods outlined above.

Example: A customer who’s browsed your site but hasn’t yet purchased could see special incentives to convert, such as limited-time discounts or personalized product bundles.