Hyper-Personalization Marketing: How to Make It Work?

1. Hyper-Personalization Marketing: How to Make It Work? Gone are the days when consumers place their trust implicitly on product brands. In today’s era, consumers have actively sought information to make informed decisions and do not rely on the brands. In fact, most consumers these days heavily rely on user-generated content, influences, and product reviews. With that in mind, how do you make your brand stand out from the rest of the competition? This is the time when you consider hyper-personalization marketing. With this type of marketing, you provide highly targeted, customized, and hyper-personalized experiences. Hyper-personalization is considered the next phase of digital marketing. Emails provided under this type of marketing change content based on the customers' location and needs. Personalization versus Hyper-Personalization: What’s the Difference? Personalization marketing amends communication-based on customer’s location, name, or purchase history. Hyper-personalization, on the other hand, considers not just customer information but also the customer’s browsing behavior and real-time data, which will enable changes in the email right before it is opened. While it may sound tricky, it can be done. Here are steps on how you can go about it. Data Collection The first step to hyper-personalization of your marketing messages and campaigns is to collect the right type of data. The success of personalization will depend on the quality of the data coming in. For instance, data on the name and location of the customer is good. But, you will be sending an email that promotes the newest designer shoes that cost $400. In that case, you need a database of customers that typically purchases shoes from that particular designer with a price range of around $300 to $500. The additional segmentation will make sure that only those people who are interested in the specified designer and who spend that amount of money will view the email. As a result, they will be more likely to purchase new shoes. However, you can also widen the scope of the customers by sending the same message to those who have search history on that designer even though they did not necessarily make any purchase. The email may also be sent to those who have purchased complementary products in the past and who may be interested in the specific product. Collecting data must be done in a non-invasive and non-annoying way. You can make use of a simple signup process. Additional data may be collected through an update email or a preference center. You can also make use of social media to outrun your competition and provide surveys to gather more information about your potential customers. The more data gathered you will be able to create a more personalized message.

2. Start and Keep It Simple You should start with some simple personalization. You can try segmenting your messages with something easy like age range or gender. You can make use of pictures to reflect the gender or the age of the customer. Once this is done, you can start doing a bit more tweaking of data and personalization of messages. You can then start creating segments for those people who consistently purchase certain products or perhaps make a purchase around the same time of the month or year. You can try to determine the frequency of the purchase of specific groups of customers and target these customers with a message just before the time they are likely to make a purchase again. For instance, if you have loyal customers who always make a purchase in July and do the same in December, you can start sending out personalized messages with the types of products they buy in November and July to give them the idea of buying again. Take It to the Next Level With the data results gathered through the initial personalized campaign, you can start working on the data and analyze. You can send more personalized messages based on the additional information that you have gathered. You can tap on the social media data gathered and include it into new personalized messages. You can check out surveys and determine what the customers are saying. You can check out data and results from the competition as well. To ensure the success of your hyper-personalization marketing campaign, you should measure the engagement rates, monitor which personalized messages have the most feedback and determine how you can further divide this group for your future campaigns. Once you have gathered all these data, you can start personalization based on the purchase data result. You can check who is buying the products and when this happens. Once you are able to identify these customers, you can further send out personalized messages to them. Choose an Automated Marketing Team Hyper-personalization, when performed manually, can be a very overwhelming task for marketers to take on. In fact, there is tons of information to check and hundreds of messages to go through to create newly segmented messages based on specific needs and behavior of your customers. With the use of an automated marketing platform, the task becomes easier and simpler. Most marketing platforms today have been integrated with advanced reporting capabilities, making data analysis simpler along with accurate measurement of engagement levels of customers. It is important to note that good marketing software should be able to provide real-time marketing. The basic personalization marketing turns into hyper-personalization marketing through real-time marketing,

3. making the message truly relevant and contextual. This also means that the marketing message should be able to change in real-time depending on when or where the customer views it. Never Forget Relevant Context Hyper-personalization marketing messages are never complete without relevant context. The data gathered about customers and potential clients are as much important as the context you are delivering. You should make sure to send contextualized emails that change depending on when and where they are accessed, giving real-time pricing, dynamically changing out of stock products with available ones, and showing products that the specific customer is interested in buying based on his search history. Start Hyper-Personalization Marketing Now! Such a marketing strategy has proven to be effective nowadays! Top brands like Spotify and Amazon have been using this technique to market their products and promote sales. So, what are you waiting for? Engage more customers and send out relevant hyper-personalized messages now!