‘Why make it personal? Personalisation vs contextualisation’ – ‘Econsultancy’ Blog
David Griffith-Jones says, “This article explores the difference between personalisation and contextualisation and assesses the risks and benefits.
Which one is right for your business?
It’s become increasingly common for brands to personalise or contextualise the digital customer experience.
By optimising the online messaging for a specific audience or context, businesses avoid broadcasting the same message to ‘one and all’, making the experience more targeted and increasing sales.
But which to choose? Being able to personalise or contextualise depends on the availability and use of data: data about the user or data about the context“.
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