Why Personalization Hasn't Worked
Gerry McGovern,
New Thinking,
Oct 21, 2003
More proof that if you're looking for fish, you won't find them on your front lawn. According to the author, personalization hasn't worked - and the bulk of the column is devoted to explaining why. "This is no surprise. What is surprising is that some organizations still cling to the hope that portal and personalization software will solve their content problems." But this is the view from the lawn. If the author would look beyond the realm of corporate websites, he would find personalization thriving. Individual subscription lists at Yahoo! Personal e-mail alerts from Google. Individual blogs from Blogger. And much, much more. When you have only one, bland, message that you are trying to broadcast, personalization serves no useful function. But if you want to give people the opportunity to speak to each other, personalization has already proven its worth.
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