• October

    30

    2017
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Hyper-Personalization: Individualized Marketing

Hyper-Personalization: Individualized Marketing

Customers just ignore you when your messaging doesn’t matter to them. Fortunately, with the advancements in big data technologies and data science, it is now possible to stand out with messaging that creates real and personal engagement. Personalization targets individuals with content that is tailored to them

Hyper-Personalization vs Personalization
Personalization amends communication based on a customer’s name, location or even purchase history. Personalization in marketing has been around for years. It’s not new to clients and in fact most people now expect personalization when receiving corporate emails of any sort.

But personalization is evolving. Like everything else within marketing, the battle is on to optimize personalization further and squeeze every benefit from it that is possible. Over the last couple of years, the next step in personalization has emerged as ‘hyper personalization’. It’s not quite a Sci-Fi novel, but it could make a big difference to your marketing.

The main difference is that hyper personalization uses data in a more advanced way, considers browsing behavior, previous interactions, demographics and personalizes each interaction for everyone. We call it the segment of one!

So how do you utilize the power of hyper-personalization:

Social Listening
You can begin your path to hyper personalization by actively listening to and understanding your audience.
Focus on defining your customers, their likes / dislikes, and most importantly their issues and challenges. By understanding these intricate details about your audience, you can get an in-depth look at the pain points in a customer’s purchasing cycle, and the factors that affect their buying decisions.
By combining machine learning and artificial intelligence, you can understand the tonality of conversations (positive, negative or neutral). You can analyze the unstructured customer feedback through any communication channel (email, call center, surveys, social media) and manage their experience in all their contact points with the company.

Data Discovery
Natural progression from listening to your audience is capturing the data around it. From profile information to social interactions, companies can collect vast amounts of data to create and enhance the quality of information on their customers and leads. Capturing insights from data is an integral step in the hyper-personalization process. Our team uses Customer 360 and segmentation analysis to extract those key insights.

Customer 360 is a complete view of customers generated by aggregating data from the various touch points that a customer may use to contact a company to purchase products and receive service and support.

Once the 360-degree view is created, the next step is to run segmentation analysis. At Del Terri we use machine learning to generate micro-segments. We then personalize each interaction to that segment using standard set of business rules that are unique to our client brands.

Content and Context
Once you have listened to your audience, created their complete 360-degree view, and grouped them into the right customer segments, you can begin to create personalized content, deliver it in a targeted way, and help drive engagement. This allows you to nurture high quality leads.
Sharing personalized content in the context of a customer’s needs and location increases the relevancy of the message. Companies should focus on driving socially engaging content and deliver it across different devices so that it can translate into positive experiences for the customer.

Benefit of getting it right
Hyper-personalization is intrinsically linked with providing exceptional customer service and triggering loyalty that results in increased frequency of purchases. Customers increasingly expect a business to know who they are, and what they want, and hyper-personalization allows businesses to make that personal connection
In a report by Infosys, 59% of shoppers who have experienced personalization believe it had a “noticeable influence” on their purchasing decisions. Marketers have many opportunities to leverage this competitive advantage. It’s not just about creating loyalty; it’s about increasing spend, and that means giving customers more reasons to purchase, so that they come back and spend more frequently.
Overall, hyper personalization is a way to break through the noise. It’s a way to make your customers feel more valued, to nurture new business and to improve the metric we all care about: your conversion rates

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