Personalization is no longer a nice-to-have feature in marketing. It is a must-have for any business that wants to stand out from the competition and deliver relevant and engaging experiences to its customers. However, personalization alone is not enough to meet the rising expectations of today’s consumers. They want more than just their name on an email or a product recommendation based on their purchase history. They want hyper-personalization.
Hyper-personalization is the next level of personalization that uses advanced technologies, such as artificial intelligence (AI), machine learning (ML), and big data, to create highly customized and contextualized marketing campaigns for each individual customer. Hyper-personalization goes beyond the basic demographic and behavioral data and leverages real-time data from multiple channels and touchpoints to understand the customer’s preferences, needs, interests, and intent. Based on this data,
hyper-personalization delivers the right message, offer, or content to the right customer at the right time and on the right channel.
Hyper-personalization can help businesses improve customer satisfaction, loyalty, retention, and advocacy. It can also boost conversion rates, revenue, and return on investment (ROI) of marketing campaigns. According to a report by Econsultancy and Adobe, 93% of companies that use advanced personalization techniques reported an uplift in revenue.
So how can you implement hyper-personalization in your marketing strategy? Here are some steps to follow:
1. Collect and integrate customer data
The first step to implementing hyper-personalization is to collect and integrate customer data from various sources, such as your website, mobile app, social media, email, CRM, loyalty program, etc. You need to have a unified and holistic view of your customer’s profile, behavior, and journey across different channels and touchpoints. This will help you segment your customers into more granular and specific groups and target them with more relevant and personalized campaigns.
To collect and integrate customer data, you need to have a robust data management platform (DMP) that can store, process, and analyze large volumes of structured and unstructured data. You also need to have a customer data platform (CDP) that can create a single and unified customer profile by merging data from different sources and resolving any identity issues. A CDP can also help you enrich your customer data with third-party data, such as location, weather, events, etc., to provide more context and insights.
The next step to implement hyper-personalization is to leverage AI and ML to generate insights and predictions from your customer data. AI and ML can help you discover patterns, trends, and anomalies in your data and provide you with actionable recommendations and suggestions. For example, AI and ML can help you:
To leverage AI and ML, you need to have a powerful and scalable AI platform that can handle complex and large-scale data analysis and modeling.
The final step to implement hyper-personalization is to implement omnichannel and real-time personalization. Omnichannel personalization means that you provide a consistent and seamless personalized experience to your customers across different channels and devices, such as web, mobile, email, social, chat, etc. Real-time personalization means that you provide a personalized experience to your customers based on their current context and behavior, such as location, time, device, session, etc.
To implement omnichannel and real-time personalization, you need to have a flexible and agile marketing automation platform that can orchestrate and execute your personalized campaigns across different channels and touchpoints. You also need to have a fast and reliable data pipeline that can deliver your customer data and insights to your marketing platform in real time. Moreover, you need to have a feedback loop that can measure and optimize your personalization performance and outcomes.
Parting thoughts: Embracing hyper-personalization revolutionizes how businesses engage with individuals. Understanding people on a profound level and customizing experiences fosters a more meaningful and authentic connection. This strategy extends beyond marketing; it’s about cultivating genuine interactions that resonate with the unique essence of each person.
