Hyper-Personalization and its Relevance in Digital Marketing for 2019
Remember that feeling the last time that you had a really amazing personalized experience? It feels wonderful to do things when everything is personalized according to your mood. In fact, marketers take user personalization very seriously because, a personalized experience induces benevolence, enhances loyalty, and brings a smile of satisfaction on your face. But this is not enough. With more and more players competing aggressively to deliver the awestruck personalized experiences, a need to become the best from the rest is challenging the brands. With the data flood sweeping the world, personalization is becoming mundane. Gone are the days when personalization yielded customer satisfaction; 2019 is all about hyper-personalization.
The Definition of Hyper-Personalization
Hyper-Personalization is basically an in-depth level of personalized marketing where extremely relevant content, product and service information is delivered to each user with the assistance from artificial intelligence and real-time data. The main difference between personalization and hyper-personalization is: Personalization modifies communication based on a user’s name, location, purchase history etc; but hyper-personalization takes additional factors such as browsing behaviour and real-time data into consideration.
Steps involved in Hyper-Personalization
Hyper-personalization depends on understanding your audience in a deeper level, determining their choices and preferences, knowing the right time and right manner to approach them and finally delivering the best services in the most suitable form of content. Thus hyper-personalization is a process that needs to be formulated carefully. These are the steps involved in moulding meaningful hyper-personalized services:
1. Data Collection
The first step towards understanding your audience in order to deliver personalized services is data collection. It is important to gather the right type of data. The effectiveness of your personalized services depends on the quality of the data collected. Let us agree that name, location etc are beneficial, but if you want to deliver an effective personalized experience, you need to have more data.
For example, suppose if you have to send a personalized email to someone to inform about the latest designer jewellery worth 4.5 lakhs, then sending an email with name and title will not do much work. You need to identify particular users from your database who have a flair for jewellery from a specific designer and can afford to spend 4.5 lakhs on it. You can also send this email to people who have searched for that specific designer but not necessarily made a purchase.
By sorting out users who fall under the desired category, you can personalize your message. This will also avoid sending emails to unintended segment, which may develop a disregard for your repetitive emails. Thus, collect as much data as possible from the users, but in a non-invasive and non-provoking manner. You can start with a simple subscription process and in a much later stage collect significant data through a preference centre or ‘update email’ option. Further data can be collected by organizing competitions and user surveys on social media. Larger the database, greater is the personalization.
2. Simplicity is the Key
Even the process of delivering personalized services must start off with simple steps. Surprising the user with too much of personalized content initially may make the user freak out. So it is better to start off with simple personalization by segmenting your messages based on user demographics such as gender and age. Then experiment with images included in your message, so that they reflect with the age and gender of your target segment. Research upon what happens when you send a men’s imagery to women and vice versa. Perhaps, they may want to buy a cloth for their spouse. All these data will allow you to understand your audience better.
With these fundamental data, you can gather more data by interpretation. For example, try segmenting your userbase based on their shopping frequency, product range, product category, shopping time (such as festival seasons, discount sales period, end-of-the-year etc). These data will help you to recognize your loyal customers.
3. Get Hyper-Personal
Analyse the data gathered and formulate strategies to persuade your audience in a more personalized manner. Also determine the customer opinions based on surveys and online reviews. Act accordingly. Experiment with creative techniques and approach your audience. Note down the differences and measure their engagement rates accordingly. These practices will generate a huge data pool using which you can deliver a hyper-personal experience to individual users.
4. Automate your Marketing Team
Personalization is a very tedious task if done manually. Hyper-personalization can be almost impossible! For instance, from your user database that has thousands of contacts, you need to segment the groups based on several factors. It is even confusing to prioritize the factors based on which segmentation is done. Then, you need to formulate individual messages personalized for every individual. All these will be extremely tedious and prone to errors. Thus, it is very necessary for marketers to automate their team in order to segment and study user groups and derive results with minimal errors.
In addition, the best marketing platforms these days excel in advanced reporting abilities as well as excellent data analysis and user engagement rates. This is possible only via automation. Further, real-time marketing is the key attribute of hyper-personalization that can be delivered only through automation. Therefore, invest in the future of marketing i.e, automation technology.
5. Remember the Context
Hyper-Personalization is a wonderful experience if delivered in the right context. Or else, it will be deemed as invasion of privacy. Thus, it is very important to look for the appropriate context before sending a personalized message. Look out for the context based on location, season, offers etc. You can make use of an advanced marketing tool to send messages altering with every context based on who opens it, where is it received, when is it accessed etc. When highly contextual messages are received by your audience, they automatically tend to look upon you as a trustworthy and credible brand that cares for its customers.
Hyper-Personalization in 2019
We have entered an era in digital marketing, where it is impossible to drive sales without personalization or to be more specific hyper-personalization. In this regard, 2019 is going to be a promising year where we will see more personalized ads appearing everywhere on the digital platform. Thus, in order to excel in the digital marketing race, hyper-personalization becomes a crucial factor. Here are some pointers on how to make the most out of hyper-personalization:
- Be an Early Adopter of Hyper-Personalization
Early adopters have an advantage of always being a step ahead of their competitors. Hence, act upon developing a strong hyper-personalization strategy and lead the digital marketing race in the coming years. A recent industry research indicates that only 9% of the global brands have an intact hyper-personalization strategy in place. A vast majority of 62% brands are only aware of it, but are not working towards developing it. Thus, this is the right time to delve into the realms of hyper-personalization and to become a leading expert.
- Set Priorities in Hyper-Personalization Strategy
Making a difference is the fundamental aim of any personalization strategy. Thus, what difference do you make matters the most. Industry statistics indicate 60% of the international brands consider improvising their customer experience is the top priority of their hyper-personalization strategy, while 51% of the brands agree that applying data insights to decision making process is an important factor to thrive in business. Improving upon customer experience will always reap benefits. Similarly, gathering more data from the audience will help to analyze the data, understand your customers better, customize their experience and drive your market sales. Make sure to reconsider your top priorities before crafting a hyper-personalization strategy and evaluate them on a regular basis. Se
- Utilize AI Apps for Your Hyper-Personalization Strategy
Apps powered by AI technology can be effectively used in your hyper-personalization strategy to derive predictive analysis, enhance user experience and create suitable content. In order to select the most suitable AI-powered apps for your strategy, you need to evaluate different types of apps and decide what suits well for your business. For example, if you consider content marketing as your primary focus of your company, then examine different AI-powered content generation apps and determine whether they fit in with your hyper-personalization strategy. In fact, there are some excellent CMS tools that harness AI to deliver brilliant personalization of content.
To Sum it Up
Hyper-personalization, undoubtedly is essential for every business that aspires to thrive on a long run. However, every company must clearly define the ethicality of collecting data from its customers. Know that you have a great responsibility of not taking their trust for granted. It is very essential to deliver hyper-personalization services in the right context. A highly personalized message sent without a proper context may result in the customer accusing you of invasion of his privacy. Thus, the right context can be determined by automation tools based on the analysis and interpretation of customer data.
It is very essential to set priorities for your strategy, in order to monetize from hyper-personalization. Based on your priorities you can select the appropriate AI-powered apps to deliver real-time data. Therefore, hyper-personalization cannot be ignored from digital marketing plans for 2019 and days to come. In fact, 86% of the marketing professionals agree that AI-powered hyper-personalization strategy is efficient in maximizing sales and build brand identity. Particularly 31% of the experts are confident that the changes brought by AI-powered hyper-personalization are profound and significant. So it is a clever choice to invest in hyper-personalization in 2019 and become an early adopter, whom the rest will look upon as an example.
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