Personalization | Solutional Webdesign Antwerpen

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“Personalization” refers to the practice of creating or modifying products, services, or experiences to meet the specific needs or preferences of individual consumers. This concept, which dates back to ancient times, saw a decline during the era of industrialization and mass media^[3], only to bounce back with the emergence of digital technology^[4]. Today, personalization is a key trend in various mediums, including print, mobile phones, promotional merchandise^[1], and online platforms, with companies leveraging data and technology to offer tailored experiences. This includes the use of audience demographics, psychographics, behavioural data, and other data standards. Personalization plays a pivotal role in power dynamics, as it can be used to gain economic, political, and social influence^[2]. It also has significant social implications, such as the creation of “filter bubbles”. Despite its complexity, the ultimate goal of personalization is to deliver offerings that align with individual tastes and habits, thereby enhancing customer^[5] satisfaction and loyalty^[6].

Terms definitions

1. ↑ promotional merchandise. Promotional merchandise, often referred to as 'swag', is a marketing tool used by businesses to increase visibility and brand awareness. These items, which carry a company's logo or brand name, originated in the US in 1789 and have since evolved into a global industry. Promotional items range widely, from commemorative buttons to clothing and tech gadgets, and are sourced from manufacturers worldwide. They're typically distributed at events like trade shows or included in shipped orders, often at a loss, as a means to attract customers and promote events or products. The appeal of promotional merchandise lies in its ability to leave a lasting impression, fostering customer loyalty and driving sales. In essence, promotional merchandise forms a fundamental part of marketing strategies, and its effectiveness is reflected in the industry's substantial market value.

2. ↑ social influence. Social influence refers to the way individuals' thoughts, feelings, and behaviors are shaped by others. This concept encompasses a variety of types, such as Kelman's compliance, identification, and internalization, which refer to different levels of individual acceptance of social influence. It also includes phenomena like conformity, minority influence, self-fulfilling prophecy, and social contagion, each with its unique dynamics and implications.However, social influence can also take on negative forms, such as psychological manipulation, abusive power, propaganda, and hard power. These forms often involve the exploitation or coercion of individuals.Various factors can impact the extent and nature of social influence, including antecedents like social impact theory and Cialdini's Weapons of Influence, as well as social structures like unanimity and status. Cultural and emotional influences also play a significant role, shaping conformity and behavior within social structures.Research in this field explores topics such as the influence of social networks, cognitive limits on information transmission, challenges in social media analysis, and the pursuit of a causal understanding in social influence.

5. ↑ customer.

1 The primary entity in this text is the 'customer.' A customer is an individual or entity that purchases goods or services from a business. They are crucial participants in the commercial landscape, forming relationships with businesses through transactions. Customers can also be classified as 'clients,' especially when they receive tailored advice or solutions from a business. The term 'client' originates from Latin, implying a sense of leaning or bending towards a business. Customers vary in types - from end customers who directly buy products or services, to industrial customers who incorporate these goods or services into their own offerings. These customers can have different relationships with the business, such as being employers in construction projects. Businesses often segment their customers into different categories, like entrepreneurs or end users, to better understand and serve them. The understanding and management of customer relationships is a critical area of study and practice in business.

2 The primary entity in this text is the 'customer.' A customer is an individual or entity that purchases goods or services from a business. They are crucial participants in the commercial landscape, forming relationships with businesses through transactions. Customers can also be classified as 'clients,' especially when they receive tailored advice or solutions from a business. The term 'client' originates from Latin, implying a sense of leaning or bending towards a business. Customers vary in types - from end customers who directly buy products or services, to industrial customers who incorporate these goods or services into their own offerings. These customers can have different relationships with the business, such as being employers in construction projects. Businesses often segment their customers into different categories, like entrepreneurs or end users, to better understand and serve them. The understanding and management of customer relationships is a critical area of study and practice in business.

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Personalization (Wikipedia)

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Personalization (broadly known as customization) consists of tailoring a service or product to accommodate specific individuals. It is sometimes tied to groups or segments of individuals. Personalization involves collecting data on individuals, including web browsing history, web cookies, and location. Various organizations use personalization (along with the opposite mechanism of popularization) to improve customer satisfaction, digital sales conversion, marketing results, branding, and improved website metrics as well as for advertising. Personalization acts as a key element in social media and recommender systems. Personalization influences every sector of society— be it work, leisure, or citizenship.

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