Personalisation is not easy to do, and even harder to do well. While technology is essential, it takes more than just the right tech to get it right. Personalisation requires a new approach to content and a new way of working for most marketing organisations.
The first thing to know about personalisation is that it transforms the traditional marketing approach to the content lifecycle. In the traditional approach, the content lifecycle is reasonably linear. You select a market, you develop a proposition and concept, you develop content in its entirety, you publish and eventually close that content down. Personalisation changes this process by making it more cyclical and iterative. Publishing is no longer the culmination of the process.Instead it is merely the start of the refinement of the process.
The way in which content is conceptualised changes too. You are no longer thinking about content as single, comprehensive pieces. Instead content is assembled and optimised dynamically depending on the audience. This has a significant impact on how content is created, managed, retrieved, displayed and measured. It also has an impact on governance, particularly in regulated industries where there needs to be an audit trail of who saw what, and when.