Jan Morris

12.09.2019

How To: Hyper-Personalize

Everybody loves to feel special! From a sweet birthday card to a considerate text, custom-made messages connect us all. Personalization goes beyond one-on-one interactions, and can be a significant aspect of modern marketing efforts.

Today’s consumers are borderline unaffected by mass-marketing techniques, and one of the best ways to combat the immunity to run-of-the-mill mass-marketing is to personalize your tactics. Email marketing campaigns that directly address the recipient by name, or Netflix adding a “recommended for you” section are two examples of personalization that you’ve probably already experienced. Hyper-personalization goes beyond tailoring a message for an individual, and involves integrating advanced AI technology into your user experience strategy.

Have you ever felt like your Amazon account somehow knew exactly what you needed at the moment you logged on to stop? Or that your Instagram explore page provided you with the perfectly uplifting puppy video at just the right time? If executed correctly, these moments can make a user feel known and understood by a brand. The goal of hyper-personalization is to improve consumer experience, a key aspect of boosting leads. Consumers want to feel like more than just a number, and personalized interactions are a great way to give your brand an amiable feel and make a lasting impression. This practice means identifying opportunities, collecting and interpreting data, and testing methods to ensure success.

When coordinating hyper-personalization tactics into your marketing strategy, a major hurdle is balancing privacy with product/outreach tailoring. Customers want to feel special, but not data-dissected. However, the ever-growing influence of digital presence in our daily lives has made people more comfortable in sharing pieces of their information. In fact, 57% of consumers reported willingness to provide personal information to brands as long as used for their benefit, responsibly.

Understanding the viewpoint of your target consumer, while integrating new technology into your outreach strategy, can result in successfully entering the world of hyper-personalization. These methods can be mutually beneficial for consumer and brand, but only when executed with thought and intention. Investing in this aspect of customer experience means investing in AI technology, taking the time to test your methods and analyzing results. The payoff can be significant, and demonstrating to a consumer that you’re a trustworthy name that knows exactly what they need can go a long way. Happy personalizing!