our creative process : web design
mass customization
Mass customization is a relatively new concept in web marketing. The term of art suggests a contradiction, how can something be mass and custom at the same time?
A popular cartoon of the day once showed a dog sitting at a computer with the caption: No one knows you’re a dog on the Internet. In fact, what we know about Internet visitors is a great deal more than any other media in use today. Not only can we determine where they’ve been and where they’re going, we can tell you where they are located-even down to the zip code level, and from that data we can extrapolate all manner of inferential and statistical data about demographics, income levels, creditworthiness, buying preferences and much, much more.
Spooky as it may seem, large consumer goods and advertising research firms have built enormous data warehouses to crunch this type of data, and are constantly refining and using it to serve up what they hope will be more relevant and action-able information to Internet users.
We make use of similar tools to help our web site clients customize their content to meet the specific needs of different types of users and where applicable, to localize content geographically, by areas of interest, or other criteria. The payoff of course is a better match between user interests and your product or service, leading to improved responses rates. Let us help you make use of this exciting new technology.
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