In an era where data and new technologies improve companies’ product and service ranges, consumers are becoming pickier when choosing which brand to use. One of the main factors users consider when choosing a product is personalization. If the digital content that brands present to consumers is personalized, it influences their decision, sometimes even subconsciously.

Birthdays are just one example of how relevant consumer data can become an opportunity for engineering a closer relationship. Companies use birthdays to connect with their consumers by sending them personalized messages, creating special offers, or by gifting them products and services.

Correctly personalizing the web improves the user experience. It means users can more efficiently find what they are searching for, when they want it, and tailored to their needs and habits without having to spend hours hunting. Personalization enables companies to show results based on information that the web itself collects through internet user behavior. This increases engagement, improves user experience and ROI.

Companies like Amazon, Netflix, and Rappi use this tool constantly. Based on users’ searches and clicks whenever their applications are used, these brands put together a personalized list of suggested products and video content for each user, based on their tastes and needs.

Consumers, for their part, no longer have to search among hundreds of options to find what they want. Accurately reading data that has been collected can make short work of market segmentation.

It’s important to highlight that it’s not just the younger generations (millennials and Gen Z) who seek out personalization. While it’s true that the younger generations are decisive in the market and seek out the brands they know to almost immediately obtain what they want, personalization is now a basic component of any online marketing strategy no matter who it’s aimed at.

Consumers want to feel that companies empathize with them and understand their needs and wants. They seek out more humanized treatment and want the brand to be more than just a provider of services and products. They want a brand that listens to them and cares about them. The key is for companies to create a marketing strategy that enables them to connect with users by offering them appealing personalized experiences.

But limits are also important. Personalization should not be excessive as this can make the user feel uncomfortable, especially now that the importance of privacy is growing. If the correct tools are used to extract data and this information is combined with a humanized analysis, an efficient personalized strategy can be created to give consumers what they want, when they want it, but without being intrusive.