Businesses are changing the way they operate and leveraging new methods in the market. Whether related to sales, software, or marketing, every type and department of a business has been using the latest technology available to grab the most relevant audience and take their business to the next level. You might have noticed how you get personalized ads on your social media after you have chatted with someone about a certain product or searched for it on the internet. This helps many people get the products they want without even having to search for them.
But how does this all happen?
The answer is through hyper-personalization.
It is a relatively newer term for many, but it has been there for years, making our choices much easier and giving us a better personalized experience. When was the last time you experienced personalization by just discussing buying a certain product, and then your phone started showing similar products. In our content-driven and channel fragmented digital world, hyper-personalization is giving each user its own experience. Before diving into more detail, let us make it clear to you what hyper-personalization is.
What Is Hyper-Personalization?
Hyper-personalization aims to give you relevant product suggestions by leveraging Artificial Intelligence (AI) and real-time data. This technology helps to deliver more relevant content, products, and service information to each user. This creates a stronger B2C and B2B relationship. It has helped companies improve their reach by folds.
This technology is relatively new to some, which is why only 9% of marketing professionals said they had completed the development of a hyper-personalization strategy, according to a survey conducted in November 2018. This means that companies worldwide are opting for this technology even in the year 2021. Hyper-personalization has paved the way for marketing and developed ease that no technology could ever do before.
Why Embrace Hyper-Personalization?
Embracing hyper-personalization can bring about new benefits to your business and its customers. Below are a few of the many reasons why moving towards this technology in digital marketing would be a wise decision.
- It helps to collect insights on customer likes and dislikes and other purchasing decisions.
- It helps you gain a competitive advantage.
- It makes you have those products that your customers like.
- It justifies marketing for ROI goals.
It Gives A More Personalized Experience
Hyper-personalization is becoming a core essential of the digital marketing world. The latest technology that connects customer smartphones with company databases or Customer Relations Management (CRM) software helps make customized messages for different market segments.
This is distributed among people who want to read them. One such example of hyper-personalization is NetFlix. It recommends an upcoming or the latest TV shows and movies based on the genre you watch or content you like. It shows notifications to its more than 100 million users, who get recommendations when they open the app. This makes it convenient for you to watch what you like with just one tap.
It Helps Save Time
Hyper-personalization helps spread relevant products by inundating customers with messages that are of short span and don’t take much time of its customers. People are occupied with so many things today that they have no time to watch long advertisements. Instead, they are more interested in something more precise and to the point. This way, businesses can reach out proactively to their customers, sell something, and focus on what the customers really need. This leaves the customer with a positive feeling about the brand.
Engagement, Trust, And Relevance Matters
Engagement, trust, and relevance are the three main components of hyper-personalization. It helps you build trust and relevancy with your customers by treating them as individuals rather than faceless statistics
For this, customer data is important as it fuels hyper-personalization. Companies must understand their customers’ purchasing behavior and their priorities to anticipate their next needs. To opt for hyper-personalization, a well-integrated CRM system with core operational systems might be of great help. Better reporting options and diving deeper into customers’ data are needed to get closer to your customer’s needs. Therefore, if we were to ask ourselves whether hyper-personalization is the future of marketing or not, we can say yes, without a doubt.