Dan Buzan is a digital marketer specializing in driving organic traffic through search. He currently owns Contega Media, a content marketing agency. He has been writing about search engine and lead generation subjects, including seo project management and link outreach.
More and more companies today are making the switch to hyper-personalized marketing as to create an extremely customized marketing strategy. Results coming from companies that have taken it on are very positive. So as personalized service has quickly become the new norm, the next step for marketers to move into is hyper-personalization.
Personalized experienced are always blissful. Whether it be a personalized spa treatment or a personalized gym workout, it always feels like a privilege or a luxury. Despite being aware of how customer service and customer satisfaction is part of the employee training, we just get a little too satisfied when we have someone working out for our comfort.
A personalized experience is always something you look forward to, even of being aware of why it is there in the custom and policy of organizations, you just feel valued and that eventually makes you a loyal customer for that company.
In simple words, a way to strategically market your company or product is through word of mouth and what better way to do it then provide excellent personalized service to your clients?
When we were thinking to project our writings for this quarter, we thought of telling you about the concept of personalization, the current trend of hyper-personalization and how has it changed the dynamics of marketing in 2019.
1. So what is Hyper-Personalization?
Artificial Intelligence is no more a far-off idea, it is a thing of the future and we live in that future. Hyper-personalization uses AI technology to deliver users with personalized and much more relevant content and data by tracing and monitoring their behavior.
It uses real-time data to search for the most relevant content or information, each designed separately for each user.
2. Personalization vs. Hyper-Personalization
To fully grasp the concept of Hyper-Personalization we need to understand what traditional concept of personalization means and how did it influence the marketing strategies. Personalization as a marketing strategy uses the data acquired through the purchasing details to send personalized messages to the individuals who made the purchase in a particular category.
Hyper-Personalization uses the real time data, like for instance, the time of purchase, whether the customer had mentioned any activity on their social media accounts related to the particular category, or the customer used a credit card or debit card for their transaction, etc.
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Traditional Personalization uses techniques to make assumptions about the preferences and character traits of the customers to market and tailor messages to send promotional messages for particular products or services. However, these details are based on only old data and don’t take into account the recent real-time data of such customer.
Hyper-Personalization uses real-time context to understand what the user may intend to purchase. The hyper-personalization technique allows the brands to focus on the intricate details of the clients that are not readily available through traditional personalization of their data.
3. The context in Hyper-Personalization and Its Significance
Context is one of the most significant concepts in Hyper-Personalization. Hyper-Personalization technology uses context as a dependant idea. The hyper-personalized analysis of consumer can tell whether the customer has used IOS mobile, laptop or other devices.
However, the information is not of much significance without the context, which will assert the location, the time of access to the website. To add, the context will also inform the hyper-personalization system of the industry the user works in and how often does he interact with the company’s product.
This will allow the company to have a better marketing approach in specific models.
4. Hyper-Personalization and Customer Engagement
Hyper-Personalization seems like an approachable idea, however, it is quite complexed and only 6% of companies’ had fully implemented hyper-personalization systems till 2017. Most of the companies undergo technological difficulties while upgrading to hyper-personalization systems.
For an effective hyper-personalization strategy you need to withdraw from any conventional use of data. Jorie Van den Bergh says that the key to the new consumers is hyper-personalization strategies, the marketing professor believes that the best way to acquire the attention of the new customers is by acquiring their full attention.
It is important, he says, to customize, personalize, humanize, and make the content of your product pleasurable. It is important to understand that concept through the idea of how the minds of the younger generation work.
We are living in the digital age (of course, we have AI systems to guide for our marketing trends) but what we often ignore as a little older people, is that the younger generations are obsessed with posting their life details online. It is extraordinary that needs to be broadcasted if you want to have good sales and profit.
Hyper-personalization allows you to have details that were very rare to have and let you built your customer-engagement on the extraordinary.
5. Hyper-Personalization and Digital Marketing
It doesn’t really take in account an email or one-category data of the user to base assumptions, rather it takes into account the details from multiple sources and tailor them to create almost-accurate data. To embrace hyper-personalization, audience segmentation becomes vital.
There isn’t any box where you can contain hyper-personalization, nor should you attempt to do so. Hyper-personalization isn’t just designed for any specifics, it has a variety of prospects. It allows you to dive in a spectrum of interesting real-time behavior data gathering of consumers.
The primary goal of hyper-personalization is to maximize the opportunity provided to marketing to tailor the content that fits the customer’s need and want.
6. Future of Hyper-Personalization
It is true that you can never please everyone, but surely you can take a road that fits your needs the best. If you think of implementing different strategies to achieve your goals, manually, you are probably going to be really old before it works, or it may never work best for you.
Everyone who has reached your landing page has browsed, searched through and reached to your website specifically. That particular route they take is not random, but intentional.
It’s not realistic to manually screen a person and get to know what he has been doing when he dragged his cursor to a specific navigation point, however, hyper-personalization is a technology that makes it easier for you to do that.
Screening an individual manually is not even practical but through machine automation, it has finally become possible. Many big firms are already taking benefit of this technology and with what we have told you above, we think it is a win-win strategy!
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