The notion of "personalization" is the latest hot topic in Web-marketing circles, writes Mark Simpson. Creating effective personalized Web content requires both the right technology and an understanding of consumer behavior, along with a well-researched sense of exactly who you're trying to target. "With the right personalization strategy and tools, companies can create an online equivalent of a brick-and-mortar store where anything a consumer might want is located in a single aisle," Simpson writes.

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