Personalization in digital marketing is a strategy that focuses on collecting qualitative data from site visitors and potential customers keeping in mind their needs and preferences.
The data is further used to tailor marketing messages based on characteristics, behaviors and preferences so that the right products are presented to the right customers at the right time.
Using personalization as a digital marketing strategy allows businesses to focus on meaningful interaction with customers and constantly refine and adapt according to the specific needs of their customers.
The goal is to increase conversion rates and customer loyalty which in the end leads to better customer satisfaction and increased revenue.