Exploration of Effective Methodologies for Web Personalization

Elena  K. Slavkova

doi:10.46324/PMP2303321

Elena K. Slavkova Faculty of Journalism and Mass Communication, Sofia University https://orcid.org/0009-0008-2587-5133

DOI: https://doi.org/10.46324/PMP2303321

Keywords: personalization, technology, , tailored experience, customer insights, buyer persona

Abstract

In the dynamic landscape of online interactions, the exploration of effective methodologies for web personalization emerges as a critical step in the digital marketing strategy of a brand. As users navigate through an increasingly vast digital realm, the ability to tailor online experiences becomes pivotal for engaging and retaining diverse audiences. This study delves into the multifaceted realm of web personalization, aiming to understand methodologies that prove efficacious in crafting tailored digital experiences. Key considerations include the strategic deployment of technology, the role of data analytics, and the implementation of a buyer persona to better analyze user behavior. By evaluating diverse approaches, this exploration seeks to unravel best practices that resonate with customers, foster heightened user engagement, and contribute to the evolving landscape of personalized online experiences. Ultimately, this research aims to provide insights that empower businesses and digital platforms to navigate the complexities of web personalization successfully.

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