Why Hyper-Personalization should be part of your marketing strategy?
Personalization in marketing consists of various ways in which marketers gain data and information on their customers.
A variety of different methods are used to gain information such as the “Customers like you approach” which is building content to attract a certain demographic group of people who have similar interests or beliefs. Another method companies use for personalization is customer loyalty cards, by tracking customers’ information and buying habits the companies create personalized content. U
sing the data companies collect through a number of different methods, they introduce personalization in website copy, eBooks, webinars, emails, social media posts, interactive content, etc.
The Advancement of Artificial Intelligence (AI), Machine learning and Biometric Identification have caused hyper-personalization to take the concept of personalization to an entirely new level. To be able to offer better customer experiences, hyper-personalization uses Artificial Intelligence (AI) and Machine Learning to further understand customer’s needs, wants, interests, and beliefs. Increasingly, marketers are using AI and machine learning to do social listening and gather notes from conversations such as keywords, brands, and phrases.
Hyper-personalization marketing could go as far as using a computer vision system to analyze pictures people have on their phones to predict an individual’s likes or dislikes and build their personal profile without the customer even knowing it.
So why has hyper-personalization become so increasingly popular?
Customers want to be understood on a deeper level than ever before. 83% of consumers are willing to share their data to enable a personalized experience. They are willing to share this data as long as brands are maintaining trust in the “customer-company” relationship and being transparent regarding what they are doing with the data they have collected.
Data shows that 91% of consumers are more likely to shop with brands that provide personalized offers and recommendations.
And a survey showed about 44% of consumers expressed that they would likely go back to a particular company or become a regular after they have experienced a personalized shopping experience.
Companies implementing Hyper-Personalization:
Amazon
The way in which Amazon personalizes homepages and has very specific product recommendations each time you browse the platform is examples of their on-site hyper-personalization. Amazon is able to do this using AI to and powerful algorithms to be able to offer tailored recommendations both on and off-site. The company creates data-driven messaging in real-time with their emails and offers sent to customers.
Spotify
The content which Spotify shows you on the app is personalized based on the music you listen to. Spotify uses machine learning to generate content based on music preferences. A great example of how Spotify leverages hyper-personalization is with the “The Live Concert” feature on the app. This feature takes your music preferences to send users information through emails regarding events and concerts coming up. The feature even offers the option to buy tickets to your favorite artists’ shows.
EasyJet
Hyper-personalization did from a B2B perspective. EasyJet created a hyper-personalized marketing campaign #timeflies to celebrate its 20th anniversary in 2015. Creating such a forward-thinking campaign makes EasyJet a great example of what companies should be doing! Their campaign made their customers as though they are a part of the birthday celebrations.
The campaign featured 20 years’ worth of images of easyJet customers during their travels. The images were shown on social media and television advertisements. Towards the end of the campaign, the company printed these images onto the side of one of its planes and compiled curated “top 20” lists and travel guides from its customers.
Hyper-personalization is an important trend in marketing which companies should be starting to implement to keep up with the leading companies. When implementing hyper-personalizing into a companies marketing strategy the returns will include greater customer satisfaction and higher profit margins.
