Because X is not the same as Y: Think don´t copy

Interactivity and individualization in online marketing are crucial in today's business world. They can help marketers to be more in contact with the client and to create an important differentiation among the hundreds of thousands of web pages inside the web. However to implement these tools just to follow the trend is not always a good idea.

Individualization is the adjustments that can be made to the product in order to satisfy an individual customer. Within the internet, a customer can design a unique product just for him. A big example will be Dell lap tops. Companies can also individualize a product so that it will best serve surfers. For example some web pages are purposely made lighter (less colors, pictures, graphs…) in order than when displayed in movil devices such as an I phone, the page will load much faster. For example tirazo.com (Mexican soccer) Individualization allows companies to make more targeted products and to make feel clients more important because they have a unique item. Converse web page allows you to design your own pair of shoes for example. Branding is another big area in this field.

Interaction refers to the degree in which a surfer can interact with a web page. Probably the must common example of interaction will be message boards for example the one that PS3 has or internet games. Interaction allows a certain communication between the companies as web pages and the users. This feed back can be really important for businesses because it allows them to know how the customer is feeling and reacting towards the product. Again branding and differentiation can be huge advantages in this approach for example “candy stand” of Wrigley. It provides a lot of games with in-game advertising with their different brands. This might improve brand awareness as well of the probability of being remembered.

Yet again, it all depends in your customer and in your objectives as company. It’s imperative to know your user and what they like or dislike. It will not always be wise to implement one of these approaches just because you feel like it. For example interactivity has potential high degree of risk. Customers might destroy your page with bad comments if something goes wrong.
If customers are just looking for information it might not be a good idea to provide too much interactivity. For example Reforma.com. But then we also have news pages like CNN that allows a good amount of interactivity. They have a section in which users become the reporters. Barcel web page allows a lot of interactivity but it can take you time to realize about their products.
Customization might indicate a higher price to the customer, so you need to take this into consideration.

Marketers might use this approaches, when the customer feel comfortable with it. When it makes scence to use this tools and when the use of them goes along with your brand image. For example Nike shoes: dynamic, hi tech, and cool appearance. Their customization page seems like a good idea.

Its also important to measure what you are doing, you might think that your new game site is working fine but if your customer dislikes it then probably you should change it or withdraw it.