Brands are now are moving towards a deeper knowledge of their audiences and delivering digital experiences especially designed to meet their interests, needs and relationship with their business.
What is hyper-personalization and how can it benefit you?
Your customers spend hours and hours viewing thousands of commercial messages as they interact, daily, with different kinds of media.
Hyper-personalization helps businesses break through all of this noise with truly customized marketing messages and service offerings. It’s designed to achieve individual customer preferences, in terms of product offerings and digital content. It depends on big data and AI technology to deliver tailor-made experiences in real time.
The power of context
Hyper-personalization is responsive to context: i.e., how the consumer’s demands may shift depending on location, what time it is and their past purchase behaviour. For instance, Spotify and Netflix employ hyper-personalized methods which pre-empt the preferences of their users to make relevant content suggestions.
Does hyper-personalization mean brands can deliver better customer experiences?
Absolutely! When brands employ an analytics-driven hyper-personalization plan, it increases their marketing’s efficiency and engages customers for longer periods of time by refining and ‘learning’ what works for them.
3 Steps to developing a hyper-personalization plan:
- Define which goals need to be achieved. What are the intended behaviours for the target group?
- Segmentation of behaviour patterns. Identify optimal interaction strategies for each segment.
- Implement analytical techniques and machine learning. The aim is to build an automated self-learning system in which underlying interaction patterns are continually optimized
As with other digital operations, hyper-personalization benefits greatly from the close cooperation and alignment between those involved in the brand’s marketing, business and technology departments.
Vertis Media gives brands full visibility into their data profiles and can enhance privacy and make them feel more in control.