Not so long ago, spray-and-pray—deluging customers with as many messages and as frequently as possible—was a common practice. Today, customer acquisition isn’t so easy anymore. Tech-savvy consumers have come to expect far more from brands. They demand highly personalized engagement and frictionless experiences, all delivered whenever, wherever they choose to go.
To achieve this, brands have adopted a complex system of solutions ranging from CRMs to data analytics tools to comprehensive marketing automation systems. Armed with so much technology, it might appear to the casual observer that tailoring content to audiences experience would be a simple matter. In practice, there’s a lot more to it than simply installing some expensive software.
Beyond the buzz
This is where marketing’s buzzword of the year—hyper-personalization—comes into play. Compared to personalization, hyper-personalization implies a more robust approach to leveraging data, technology, communication, and CX to engage customers.
Let’s explore the differences:
• Personalization seeks to build connections with customers in the macro moments. It delivers customized messages to customers based on static and basic attributes such as name and demographic details (e.g., gender).
• Hyper-personalization aims to engage deeply with customers in the micro moments at scale. It delivers real-time customized offers, reminders, and messaging based on dynamic and in-depth attributes (e.g., customer propensities). This can only be done with predictive analytics and artificial intelligence.
Brands should adopt hyper-personalization because of 2 crucial benefits.
Firstly, brands will be able turn their customer personas into actual persons and engage with customers at the individual level. Customers’ needs vary from individual to individual with numerous combinations of factors to consider, thus brands must approach them in ultra-personal ways. To illustrate, two shoppers may fit in the same persona group based on basic demographic and transaction details, but there might be differences to their favourite clothing brands and the channels they prefer to receive promotional emails from. Hyper-personalization maps out their separate customer journey and ensures that these two shoppers gets two entirely different experiences.
Secondly, hyper-personalization helps brands to create individualized experience at scale, thereby increasing efficiency. This approach greatly minimizes operational inefficiencies and resource requirements for sharper targeting and more effective engagement. According to a Deloitte report, hyper-personalization can deliver improve ROI by as much as 80%.
The conundrum: big tech is watching
On the other hand, good-meaning critics might be doubtful of this approach. Getting too personal may cause audiences to feel that their privacy has been invaded, or that they are being scrutinized all the time.
While these sentiments are real, the truth is, hyper-personalization does not equate to the reckless crossing of all boundaries. Brands are incentivised and advised to take customer compliance seriously, tailor their hyper personalization strategy according to their business models and industries, and be transparent with their customers on data use.
Start your journey today
A winning hyper-personalization strategy starts with data. The more data brands have, the more hyper-personalized their customers’ experiences will be. Second, brands need to adopt a suitable technology to activate their customer data and distil valuable insights from them. One example of such technology is the CDP, where it provides a real-time 360° view of the individual customer. This function enables a smoother hyper-personalization process.
To conclude, this blog has offered perspectives on why hyper-personalization is not just a passing fad, but is here to stay as a winning, customer engagement strategy.
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