Marketing

Leveraging the power of Hyper-Personalization

August 26, 2022
4 Minutes
Amardeep Singh

With the rise in digital interactions, people's expectations of digital experiences have risen too. 71% of modern customers expect businesses to provide a hyper-personalized experience. And 76% of them feel upset when this doesn't happen. Studies indicate modern consumers may be more willing to share personal information for personalized discounts and financial benefits. 

A good marketing strategy must therefore move away from the one-size-fits-all approach. To drive engagement, it should focus, instead, on creating a unique experience for each user. In creating that unique experience for every individual, leading marketers are now resorting to hyper-personalization.

The Power of Hyper-Personalization

Personalization has always been important to businesses. But hyper-personalization takes it to the next level by utilizing consumer data with the help of AI and other modern technologies. By delivering content and highly relevant offerings to individual consumers, businesses can stay ahead of the competition and better serve their customers.

Data is critical in creating a great customer experience. One can consider all available data points with CRM data to create a more customized user experience. This enhanced consumer experience can help marketers:

  • Acquire new customers 
  • Strengthen existing consumer relationships
  • Reduce the rate of customer churn
  • Generate higher CTR and engagement
  • Boost the ROI of marketing spends

Supercharge Your Business With Hyper-Personalization

There are many essential tools for gathering consumer data, creating personalized content, and managing everything. The path to building a hyper-personalization strategy can be complicated, but this map will help you navigate it –

1. Gather consumer data prominently

True hyper-personalization begins at collecting as much data as possible. Leverage all avenues of data collection:

  • CRM platforms like Braze, WebEngage, MoEngage, Clevertap and HubSpot
  • Social tools like Hootsuite and Buffer
  • Website analytics platforms like Google Analytics and Adobe Analytics
  • DMP (Data Management Platform) like Clearbit and LiveRamp

2. Hyper-personalize conversations with customer journeys

This is where you realize the importance of data collection. Done right, your data points will be able to track deep consumer behaviors like interacting with your brand on social media, checking for a flight, abandoning their cart, scanning a QR code, redeeming loyalty points and more. 
Building deep customer journeys will ensure engagement is only triggered in a highly relevant and personalized manner.

3. Hyper-personalization beyond text: Visual personalization

Most engagement today is limited to text personalization. Hyper-personalization goes beyond. With multiple variable attributes (customer’s details, exclusive prices, discounts, transaction details), you can create highly personalized images & videos tailored to each customer. This can easily be integrated with your go-to customer engagement tool to ensure hyper-personalization at scale using Vizard.

4. Identify channels based on the consumers’ preferences

Once all your communication is ready to send, ensure you’re maximizing customer data to personalize based on channel preferences of your customers like:

  1. Channels they’ve interacted with you most on
  2. Skipping channels marked as DND
  3. Channels based on browsing patterns

Businesses are likely to get 40% more of their revenue from hyper-personalization. This is because it drives performance and better customer outcomes. With an increasing revenue share being driven by hyper-personalization, it is a powerful tool for marketers to stand out from your competition. Moreover, with consumer experience being heavily dictated by such experiences, you’ll ensure your consumers keep coming back for more.

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