Hyper-Personalization Is The Next Great Marketing Trick

cioreviewindia Team | Friday, 10 December 2021, 04:11 IST

Hyper-Personalization Is The Next Great Marketing Trick Hyper personalization is using machine learning to foresee customer needs and create unique experiences for their customers. The idea here is to create personalization at scale for each individual at the right time and with the right message in a cost-effective manner. It is one of the trending strategies that more and more marketers want to adopt today.

Hyper-personalization can be better understood with the help of an example: Suppose we have three different users coming to a website and they are shown unique experiences by way of marketing three different offers to them; so user one sees offer A, User two sees offer B and User three sees offer C. Now, this is based on their individual context that is derived from hyper-personalized recommendation.

Differences between Personalization & Hyper-Personalization:

People might think that personalization and hyper-personalization are the same. But there are important differences between them. Personalization refers to the fusion of personal, valid and negotiable information like name, title, organization, and purchase history into one’s communication.

Hyper-personalization has extra features, it utilizes behavioral and real-time data to create highly contextual communication that is appropriate for the user. For instance: Sending an email to a user with their first name in the subject line is a typical example of personalization.

A good practice, but not engaging enough to capture a user’s requirements. Hyper-personalization is more advanced. For example, a user who searches for red shoes on the application spends around 10 mins and leaves without purchasing anything. Hyper-personalization is needed in order to expand user engagement and to stand out.

Process of Hyper-Personalization:

For hyper-personalization, firstly, data is collected from different sources and platforms by form filling or sign-ups, then customers are segregated on the basis of demographic details and other things, then journeys are set in order to set a target to proceed further in the right direction and to communicate in the best way possible, lastly, measurement of the success and its analysis are done.

Top brands like Amazon and Netflix have executed hyper-personalization and use it for better customer experience and to boost their business.

Benefits of Hyper-personalization:

It is beneficial for both, the business as well as the customers in the following ways:

Brand Loyalty: When hyper-personalization is done, a meaningful connection is made with people. They feel connected and that they are valued.

360-degree view: When all the data is collated in one place and a holistic picture of how the customers are behaving is seen, it not only facilitates hyper-personalization but also can help to gain an understanding of what the customers actually want which in turn can lead to innovative ideas and hence turning the focus from products to customer needs.

Revenue Uplift: Hyper-personalization provides endless upsell or cross-sell opportunities and hence increasing the revenue.

Tailor-made offerings: Since the market has a lot of choices for the customer they can feel overwhelmed, this strategy helps in saving time and effort for the customer on one hand and on the other hand, helps in gaining a substantial competitive advantage.

Data-driven marketing: It writes better return on investment compared to traditional marketing efforts. It aids in better planning for the marketing budget and identifying ways to increase its effectiveness.

Better customer experience: When hyper-personalization is done, convenience for the consumers is facilitated, individual-specific experiences are created, which lead to better customer experience and it is all about customer satisfaction.

86% of marketing and business professionals consider that AI-powered hyper-personalization is capable of bringing about a positive change in an effective and efficient manner.

Implementation of hyper-personalization:

In order to implement hyper-personalization, many tools are used in the market. ActiveCampaign is amongst one of the most popular tools. It is a marketing automation program that can be referred to as a customer experience automation program. It accelerates hyper-personalization in an efficient and effective way.

Its core marketing is built around email marketing, however, it can do a lot more than that. Since it initially was developed as an email marketing software, it comes with enhanced features like professional-looking templates and other advanced traits.

Brands using hyper-personalization:

Top brands use hyper-personalization to keep growing and satisfying their customer needs. For instance, Amazon uses hyper-personalization in the form of customizations we make, filters present, immediate mails in case of breakdowns, and other customer-oriented strategies like these.

Starbuck is another top brand that uses hyper-personalization in the form of customized messages and notifications. Spotify is another top brand that has a feature named “Discover weekly” which is an amazing hit, and is also an example of hyper-personalization. Netflix is one of the most famous brands which uses hyper-personalizations in the form of customized push notifications and searches.

Hyper-Personalization as a necessity:

Every business today is customer-oriented because this is the prime need today, in order to sustain in the market and keep growing. User information is taken for the same purpose, that is, to keep track of the user’s details and use hyper-personalization in order to handle the customers’ queries whenever needed.

The decision of shifting from the traditional ways toward hyper-personalization seems easy and better but is complicated due to the involvement of many technicalities snd advanced features which require time and expertise to learn and implement in an effective way.

The core of ActiveCampaign is the marketing automation builder. It is simple and easy to put together automated campaigns. One can build special automation beginning with templates. Use of Deals to automate sales follow-up and reduce or even eliminate much of the manual work in closing deals and sales.

By getting more leads with ActiveCampaign, Landing page builders can be converted from traffic to signups and customers. ActiveCampaign Messages bring together the email, CRM, and chat / on-site messages to create a better overall experience for your visitors and customers on the site.

Targeting audience these days requires attention and by using hyper-personalization, the businesses can fulfill this need of the customers which in turn is not only beneficial for the business but also for the customers.

By following hyper-personalization, not only does the business keep growing but also the customers are happy and satisfied. This customer-oriented approach leads the brands to rule in the market and flourish.