What is content customization?

The basic idea of content customization is to serve up the right information to the right people at the right time to get them the information they are looking for quickly . . . in order to influence action or purchase decision. Some examples of content customization include displaying different web pages based on user profiles, delivering unique content to a specific audience segment with an online landing page and inserting a tailored call to action in an email.

Industry research shows that many marketers say that content customization is important to the success of their marketing campaigns. But only some have a system that supports this important strategy.