Hyper personalization is the new norm when it comes to customer engagement and Profit Driven Marketing, and there are numerous references to validate the claim. Businesses from the travel and hospitality industry, for instance, are now adapting to smart enhancements in their check-in and customer management procedures, with major chains such as The Hilton providing their guests with the option to check in, receive room details, and avail access, all with the help of a few touches on their smart devices. In addition, according to a recent research by Adobe, 69 percent of marketers agree that the key to successful marketing campaigns lies in ‘hyper-personalization’.
What is Hyper-Personalization?
Hyper-personalization is the art and science of using data to deliver tailored content, services and products, to segmented prospects. Not too long ago, most companies relied on data from third party list providers to target customers. These lists, though fairly accurate, couldn’t deliver a personalized outreach. The advent of digital and social media channels, however, has opened new avenues for businesses to collect customer data and deliver the right message to the right person, at the right time.
The Finer Lines
Hyper-personalization, at its core, is all about creating maximum opportunities for your customers. By targeting them according to their needs and preferences, you not only drive engagement among customers and generate more conversions, but also ensure your brand is not placed among the incessant marketing mouthpieces trying to sell ice to Eskimo. Let’s look into the reasons for the unwavering success of the approach, so far.
Rather than preparing content and prioritizing the strategy around consumer’s choices, marketers leveraging hyper-personalization proactively use customer data to prepare products and services. Therefore, the yield of their initiatives is much more than what it used to be a few years ago.
Today, when consumers search the web, they are bombarded by countless search results – a lot of them being not too irrelevant to their needs. This is where individualized experiences through hyper-personalization come to their rescue, as the approach removes noise from the search results.
According to a recent survey with samplings from both UK and US: 68 percent of the population wants the information they provide an organization at one place. This is possible only through the process of hyper-personalization, facilitated by applying individualized customer data.
One of the most important factors for customer satisfaction, engagement and loyalty is emotional engagement. Various researches affirm that the emotional engagement of customers is at its peak when they see what they want, presented to them with a personal touch.
How to leverage Hyper-Personalization?
Focus on Social Listening
Understanding your target audience is the first step towards knowing them better. Examine every minute detail and the issues faced by your customers to gain an in-depth understanding of the elements that affect their purchase decisions. Listening to their problems and providing solutions go a long way in developing lasting customer relationship and in turn leads to generate customer engagement around your brand development initiatives.
Collect Personalized Data
The next step in hyper-personalization is to collect personalized data of your target audiences. There are several avenues for organizations to collect data about prospective customers, such as user profile information on social portals, public interactions in online forums, search terms used by users, etc. While you can collect data at an individual or segment level, its analysis provides valuable insights to enhance targeting and lead generation. This step is critical to implementing the tenets of “Profit Driven Marketing” as well.
Provide Relevant Content
Once you have understood your target audience, analyzed the relevant data and put them into right customer segments, the natural step that follows is to create personalized content and deliver them in a targeted approach. When you share personalized content according to the time and location needs of the consumers, brand engagement follows naturally.
Unlike the yesteryears, today, customers run the show. To be ahead of competitors, marketers need to align their strategy with the needs of their targeted audiences, and thus steps in, hyper-personalization. Though a time-intensive exercise, the approach helps organizations to develop enduring relationships with their clients, based on mutual understanding and trust. To learn more about hyper personalization and how it can be the Solomon’s key for your business marketing initiatives, feel free to get in touch with our team of digital marketing consultants.