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I think we can stop worrying about EPiServer for a little while.

Since the acquisition we all fretted over, EPiServer (news, site) responded by surpassing the 500-partner threshold. Now the web engagement vendor releases a new version of its platform that aims to bring personalization to marketers and content creators everywhere.

Is Personalization Really That Important?

Those of us who live on the web have come to take personalization for granted. We expect our most-trafficked sites to remember us and know what content we want to see before we look for it.

However, not every company's online presence can support the level of personalization provided by the likes of Google, Amazon and Facebook.

Still don't believe me? Okay, how about a nice statistic. According to a survey of North America, Europe and Asia-Pacific by our friends at Forrester; 64% of you said that personalization is the number-one strategy for enhancing customer experience.

EPiServer's Role-Based Personalization

With the latest version of the EPiServer platform, content creators and administrators can create virtual roles such as:

  • Potential or current customers
  • New or returning visitors
  • Press
  • Analyst/Influencer
  • Job seeker
  • Other custom roles

Website visitors are identified and assigned to said roles using key indicators such as:

  • Geolocation
  • Number of visits
  • Pages viewed
  • References
  • Search terms used

Bob Egner, Vice President of Product Management and Global Marketing at EPiServer, describes the power of role-based personalization like this:

Maybe a prospect in New York browsed your products. Why not offer him a contact form to the local sales office for more information? Or, perhaps a visitor viewed a product page three times. You now have the ability to offer them a discount on the spot to entice purchase of the viewed product. EPiServer makes these types of activities highly intuitive and easy for marketers.”

Development teams have spent countless hours and companies have spent millions of dollars on consultants, with the result being a very average personalization experience for their customers. If this describes your organization, it's worth your time to look into EPiServer's newest offering.