This day and age, consumers completely ignore the marketing emails and messages, which do not matter to them. Fortunately, online businesses can benefit from the advancements in the field of data science and big data technologies. These recent advancements have taken messaging and emails to the next level, and now allow online businesses to stand out and drive sales by creating real engagement.
Hyper-personalization is the key here!
It is a relatively new concept that combines big data and online marketing. With the help of hyper-personalization, businesses can reach individuals with unique content, specially tailored to their interests, so that engagement is enhanced. Hyper-personalization is a smart marketing technique that every business must include in their marketing strategy.
Hyper-Personalization Vs. Personalization
Personalization improves communication by including customer’s name, location, or even purchase history in marketing campaigns.
On the other hand, hyper-personalization maximizes content customization opportunities to fit your customers’ needs. Hyper-personalized marketing messages are designed considering customers’ browsing pattern, previous interaction, and demographics. It personalizes interaction with every individual, not segments.
So how do you leverage the power of hyper-personalization?
1. Social Listening
The best way to embark on hyper-personalization marketing strategy is to listen to your targeted customers actively. Understand their needs and expectations of your business. Focus on identifying customers’ likes and dislikes as well as problems and challenges they face with the purchasing cycle.
By having a clear understanding of these intricate details about your audience, you can effectively point out the factors that affect their buying decision with your company.
2. Data Discovery
The next step in the hyper-personalization process is capturing the data around it. From customers’ profile information to their social interactions; marketers can collect a vast amount of important data about their audience. It will allow marketers to alter content based on audience’s interests to create more relevant and personalized customer experience.
Gaining insight into customers’ data is an integral step in the entire hyper-personalization process. For instance, if a customer searches flights to a particular location, travel agencies could use his/her search pattern to target the customer with the most relevant travel packages.
3. Content And Context
Once you have understood your audience and grouped them into the right customer segments, the next step is creating personalized content. Then the content is delivered in a targeted way and helps drive customer engagement. It allows you to increase and nurture high-quality leads gradually.
When you share hyper-personalized content in the context of customer’s requirements and location, it increases the relevancy of the message. Companies must focus on designing socially engaging content and deliver it to the customers across different devices. It will eventually translate into positive customer experiences.
The Benefit Of Getting It Right
Hyper-personalization in marketing aims to provide exceptional customer services. It also triggers loyalty that results in increased leads and purchases. Customers now want business to know them personally. They want business to know who they are and what they are. Hyper-personalization allows businesses to establish that personal bond with their customers.
According to Infosys, 59 percent of shoppers who had a personalized experience believe it had greatly influenced their buying decisions. Marketers have innumerable opportunities to utilize can this competitive advantage of hyper-personalization. It’s not just about creating loyalty, it’s about increasing spend and giving customers more reasons to purchase, so they frequently come back and spend more on you.
All in all, hyper-personalization is a way to help your business stand out of the crowd. It is the way to make your customers feel valued, to nurture your business and to improve your conversion rates.