Wednesday, June 24, 2009

Echo E-Business reveals future of web content is personalisation for all

Businesses large and small will be given the ultimate lesson in web personalisation at next week’s Online Marketing Show, thanks to E-business strategists at Echo E-Business.

Echo E-Business’s Chief Strategist Deborah Collier, who recently released a whitepaper on the ‘E-Business Evolution 2009’, with comments from John Lewis, Cancer Research UK, PricewaterhouseCoopers, J.P.Morgan and Linden Labs, will be revealing an easy method for achieving basic web personalisation. She will include an Echo E-Business case study example of simple web personalisation in practice, in the form of leading medical herbalist Deborah Grant, who will be unveiling her new Herbal Medicine web sites at the show.

The hour-long workshop takes place at Day 1 of the Online Marketing Show, which forms part of MarketingWeek Live. During the workshop, Deborah will address many issues relating to web personalisation, as well providing an insight into why behavioural targeting has implications for privacy and brand reputation. Deborah is also keen to remind businesses why enabling customers to choose what products and content they see not only helps build trust and enhance sales, but also increases long-term brand loyalty.

“Personalisation has come to the forefront again recently, as organisations seeking the competitive edge, maximise the value of their online presence, strengthen customer loyalty and increase staff efficiency. I have been working on strategies and solutions for web personalisation over the last few years, but it’s nothing new,” reveals Deborah, who has 13 years experience supporting, advising, training and developing online strategies for both SME's and Large Corporations.

Despite previously developing, training or advising on e-strategies with companies such as PricewaterhouseCoopers, Kenwood and John Lewis, Deborah is keen to point out that personalisation is not just for the big boys, but equally applicable to smaller businesses too.

“Technologies, and more importantly ideas around leveraging those technologies, have evolved, to allow smaller organisations the ability to engage their users in a personalised way. Personalisation is no longer a luxury but a necessity. Even the smallest of organisations can add a more tailor-made experience to their web site visitors. It comes down to old-fashioned selling – who are your customers and what is relevant to them,” she says.

Deborah’s ‘Customer Engagement Workshop - Learn how to engage visitors on your web site so that they buy, subscribe and interact’, is taking place on Tuesday 30th June from 11am-12pm. For more information visit www.onlinemarketingshow.co.uk

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