As ever more content is accessed by ever more portable devices, it becomes increasingly important to make web content easily accessible on those devices. Part of this revolution involves predictive text (although if it’s too aggressive, it can get irritating) to help fill in search and ordering fields. Equally important is prediction of what products and services customers might be interested in based on their own previous visits, and on the visits of others who have displayed an interest in products, information, and services that they seem interested in. Amazon is very good at this, for example, when they show you what customers who have purchased a particular item often buy in relation to that item. Someone may want to purchase a Raspberry Pi, but not have thought to check whether a power supply comes with it. A timely nudge might save some frustration in such a case. If a visitor to a news site is interested in an article on a particular topic, the site may offer to serve other articles on the same or similar topics.
Again, though, it is important not to be too aggressively thrusting information into your visitors’ faces. It’s like the salesperson who won’t leave you alone when you just want to look around. A gentle suggestion goes a long way.
A word to the wise: While it’s good to stay engaged on email, filling up people’s in-boxes with promotions and other communications is going to get you relegated to the spam folder or unsubscribed, and Gmail and other services are getting better at automating the task and even suggesting it. So make those communications count.