After our Ultimate Guide To Digital Marketing Trends 2019 highlighted the growing importance of personalised adverts and communications, we decided to delve a little deeper and discover how hyper-personalisation can be a game-changer when incorporated into any marketing strategy.
Small changes can make big differences within marketing. Personalisation has been used by marketers for years to boost audience engagement. Simply taking the time to personalise an email will increase its open rate by 6.2%.
There is no doubt that personalised marketing is highly effective. It helps brands to stand out, increases customer loyalty and build rapport with audiences. Don’t believe me?
Remember Coca Cola’s ‘share a Coke’ campaign when the fizzy drink giants produced personalised bottles and cans?
Well, this campaign caused their Facebook traffic to increase by 870% and managed to reverse a 10-year decline in consumption in the US.
But how is hyper-personalisation different? why is it effective? and how can it revolutionise your marketing strategy?
What Is Hyper-Personalisation?
Hyper-personalisation utilises artificial-intelligence (AI) and real time data to deliver more relevant content to specific audiences.
This advanced usage of data allows marketers to personalise adverts, videos and communications (e.g. emails), to target audiences who are interested in their product or service.
Amazon is the best example of this; you browse Amazon for a yellow kettle and eventually buy one. The next time you visit the site you are bombarded with recommendations of yellow household appliances…it’s almost like Amazon knows you have a new yellow kitchen!
Amazon knows this by using a predictive algorithm which monitors consumer behaviour. Despite being a little spooky, this technique has managed to generate them an incredible extra 10-30% in revenue!
However, with ongoing concerns over data privacy and security, are consumers really okay with businesses using their data in this way?
Surprisingly, a study from SalesForce discovered that 57% of consumers are willing to share their data in an exchange for personalised offers, whilst 52% are happy to do the same for product recommendations!
Why Is Hyper-Personalisation Effective?
Hyper-personalisation is effective within marketing as it takes into account the consumers interests, creating an individualised experience.
This generates relevant communications which can spark meaningful connections and influence behaviours.
Analysing data puts you in a powerful position. You are able to predict what the consumer wants before they know it themselves. This allows you to produce highly targeted content in the form of adverts, offers and emails, which are guaranteed to reach the relevant audience.
Starbucks has been killing hyper-personalisation based marketing since 2011 with the launch of their loyalty app. They use the app to pull consumer data, giving them a detailed understanding of each customer and their needs. Starbucks then sends their customers personalised emails with unique deals which directly respond to their purchasing habits.
How To Use Hyper-Personalisation In Your Marketing Strategy
The process behind hyper-personalisation creates an endless stream of opportunities for marketers…here’s how to go about it:
- Collect relevant data. Discover how your customers use your website, what products are they interested in, what time of day are they browsing?
- Use this data. Produce adverts or offers for the products you know these individuals are interested in, then send them out at a relevant time.
- Test. The key to any marketing strategy is testing and measuring. If one particular advert or offer doesn’t seem to spark much traction, go back to your data try another angle. Adjusting the copy, imagery or even the timing is sometimes all it takes to increase audience engagement.
Most importantly, be creative. Consumer data is extremely valuable and has the potential to deliver a great return on investment, but only when used to create engaging and inspiring content! So think outside the box and dare to be different.
There’s no doubt that hyper-personalisation can be a fantastic way to tailor your marketing strategies to a specific audience. Using data to track user behaviours is an extremely effective way to segment your target market and create engaging and personalised content which piques their interest. This allows brands to create meaningful connections whilst increasing customer loyalty.
Although many business giants like Amazon and Starbucks have been making use of hyper-personalisation for a number of years, it will be interesting to see how smaller brands start to utilise this concept within their marketing.
Despite its effectiveness, a mere 9% of marketers have completed the development of their hyper-personalisation strategy. So why not stay one step ahead of your competition and plan a highly creative and engaging hyper-personalisation strategy!
Gone are the days of a ‘one size fits all’ approach. Consumers are savvier than ever so capture their attention with a hyper-personalised strategy.
Do you implement hyper- personalised techniques within your marketing strategy? Or are you exploring the concept further? Feel free to comment down below and let us know!