Читать книгу Low-Budget Online Marketing - Holly Berkley - Страница 21

What if you have no obvious target audience? What if you are selling a general product like soap, toothpaste, pens, or lightbulbs that honestly appeals to everyone no matter what their sex, age, or income level? Even if your company has something to offer everyone, that doesn’t let you off the hook as far as personalizing your website. Unlike television, radio, or print advertising, it is possible for a website to appear personalized, without limiting your audience.

A big-budget company could spend upwards of a million dollars just on the technology alone that goes into creating a personalized website. The continued success of Amazon.com is a direct result of its extremely efficient use of its personalization technology. Everyone likes books and cds, no matter what their demographic profile is. However, Amazon.com has managed to personalize their online store to fit each new shopper almost perfectly. This is what personalization technology is all about.