- August 12, 2021
- Abhilash Dasari
- Artificial Intelligence, Marketing
In today’s age of digitization, being in the business world, a smart marketing tactic you should be aware of is marketing personalization.
Often described as “personalized marketing at scale”, hyper-personalization acts as an integration medium for data analytics and online marketing. Businesses find both opportunities and challenges in this new atmosphere of personalized marketing.
As a consequence of personalization in the retail sector, enterprises have gradually begun to adopt a one-to-one marketing strategy to improve customer satisfaction and business performance.
The key questions to put in an organization is: Has your marketing team kept up with one-to-one marketing breakthroughs? Are you up to date on the newest innovations in providing customers with hyper-personalized offers? Let’s find out more about it.
Why Is Personalization Imperative in Today’s Business Arena?
Let’s begin with some statistics. A study reveals that when marketers provide personalized experiences, 80% of customers are more likely to purchase from their platform. The research participants welcomed the notion of receiving personalized offers from businesses adopting digitalization such as coupons and vouchers based on demographics and tailored interactions.
As a marketer, you should seize this chance to improve your one-to-one marketing strategy and operations. Personalization is a tried-and-true method for establishing a happy, loyal customer base and acquire a competitive advantage, even in sectors where customer growth, conversion, and retention is a daunting task.
In the meantime, immensely successful firms such as Amazon, Google, Facebook, and Netflix are leading the way in the evolution of traditional one-to-one marketing tactics. Every day, these tech-powered businesses handle millions of consumer communications and interactions. They recognize the value of personalization in building a loyal, engaged, and satisfied customer base.
But the next obvious question is: what is hyper-personalization, and how is it distinct from conventional personalization?
Hyper-Personalization: An Overview
Hyper-personalization is the process of tailoring digital content to an individual’s preferences. It uses general user information as a preliminary step for its analysis, then deploys Artificial Intelligence (AI) and Machine Learning (ML)-backed algorithms to get into the brains of a customer.
Hyper-personalization gathers real-time data, recognizes patterns, identifies trends, collects user feedback, and then presents product recommendations, relevant content, and offers based on the findings. It takes personalization an extra mile forward by leveraging modern technology to present more relevant offers, experiences, and deals and target customers with personalization advertising.
While typical personalization may involve advertising a customer’s demographics or purchase history, hyper-personalization takes into account browsing, purchasing, and other real-time behavioral data to pinpoint exactly what the customer wants or needs. Because it goes beyond elementary customer data and information, it’s more extensive, comprehensive, and useful than traditional methods.
Personalization may, for example, include showing cold weather apparel to customers who bought identical gear online the year before. Hyper-personalization, on the other hand, may entail showing adverts for the same winter clothing based on the specific location and time of purchase, payment method, coupons utilized, social media engagement, etc.
The hyper-personalized marketing strategy could potentially become more relevant and generate credible leads for retail companies. AI-based tools can be implemented to gather customer information and further utilized to generate insights for data-driven decision-making.
Top One-to-One Marketing Examples of Hyper-Personalization
Here are some examples of industry leaders who have already adopted hyper-personalization and are making the most of it to thrive in their respective business domains:
Spotify uses hyper-personalization to create custom user profiles and deliver personalized recommendations. The service model of Spotify is centered on user customization. Users can make their playlists, follow artists, and rate or skip tracks. The music streaming platform could then utilize this information to create a profile for each user and provide personalized recommendations.
Spotify may tailor features in their product to keep users intrigued by generating insights from the user data. These features boost the service’s value for customers while also potentially generating additional revenue streams for Spotify.
Starbucks implements hyper-personalization campaigns to increase customer loyalty while also collecting insightful data. Starbucks uses personalized offers as a primary customer experience strategy.
The company’s personalization strategy is based on customer behavior data and preferences from their loyalty program. Customers voluntarily share this information in return for product discounts and special incentives.
Thus, Starbucks can better anticipate the preferences and requirements of its consumers with this technology and give a one-on-one tailored experience. It can enhance brand loyalty and acquire useful data by rewarding customers for participating in the program. Starbucks may then use this information to develop hyper-personalized ads and services that boost revenue and brand awareness.
O2 is a cellular service provider based in the United Kingdom. To improve click-through rates and engagement, O2 uses hyper-personalization in its commercials.
O2 generated about 1,000 different variations of an ad using customer information, such as device characteristics and location. Users get notified about their existing plans, renewal availability, use, and nearby retail locations via this message.
Customers were more inclined to engage with and act on the content delivered since these ads included extremely relevant information. As a result, the company’s hyper-personalized ads ensured a higher click-through rate than conventional campaigns.
Is Hyper-personalization the Future of Marketing?
If not the present, hyper-personalization is unquestionably the future of marketing in the coming years. The above-discussed examples clearly indicate how rapidly global businesses are adopting this technique and incorporating it into their marketing strategies and models.
By now, digital businesses should realize how paramount it is to provide customers with a highly tailored experience to tip the scales in their favor and meet sales, revenue, and customer growth goals.
Sources say that approximately 86% of marketing professionals believe that implementing an AI-powered hyper-personalization approach has driven better results for them.
The Bottom Line
Hyper-personalization is the exclusive factor that can make a genuine difference in the efficacy of your digital marketing campaigns – whether it’s email marketing, web push notifications, SMS, social media engagement and ads, or retargeting ads.
An AI-based hyper-personalization solution can assist you in successfully implementing marketing personalization strategies in a comprehensive, scalable, and autonomous way.
Abhilash Dasari has over 7 years of experience working with SaaS startups defining and implementing Growth Strategies. Abhilash is currently heading Product at RecoSense and is involved in planning, coordination, and development of various products, marketing, and sales deliverables, including website content, blogs, decks, datasheets, landing pages, emailers, research reports, and feature insights to grow demand and revenue.
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