You’re going to hear about hyper-personalisation a lot this year, so time to jump on board the bandwagon and get in before your competitors cotton on to its power. Creating a hyper-personalisation strategy isn’t easy and does require time and a good budget, but it’s so effective that your ROI will thank you. 

Think back to the time when you last had a truly personalised experience. How good was it when you walked into your local coffee shop, and before you even opened your mouth, your order was already being started.

Being treated like we aren’t just one of the masses but as an individual puts a smile on a lot of faces. It improves loyalty and establishes strong repor.  Cast your mind back to when Coke launched their incredibly successful personalised “Share a Coke” campaign. All they did was whack names on cans. But did that have an impact or what? 

Imagine what you can accomplish by going one step further and tapping into your own hyper-personalised marketing campaigns. 

 

So what exactly IS hyper-personalisation when it comes to marketing?

Hyper-personalisation combines data and AI to deliver MORE relevant content, products and information to your audience. Instead of adopting a blanket approach. You’re trying to chat to each individual customer, collecting data and improving their customer experience with your brand. 

This goes beyond inserting {first name} into a database wide eDm send out…yea users have cottoned onto that one already. 

 

How does it work?

Using specific AI, technology can shift and sort through your already collected data, so you can then create content and communications based directly on specific users. 

I am going to give you an example of when it first happened to me, now I’ve worked in marketing for a while, so it takes a lot for me to be pleasantly surprised, give kudos to a brand and then work out exactly how I’m going to be stealing it. 

Long story short my dog has tummy issues, so we have to buy her a brand of specific dog food that’s good for irritable bowels (TMI?). Thinking nothing of it, I went into the store as usual and picked up the food. I use the same pet store (one of the big ones) because they have a loyalty program and I get a big discount off this somewhat stupidly expensive dog food.  So they have captured some pretty good data on me and the same dog food I’ve been buying for almost 4 years. Cut to about 2 weeks later and I get an eDm from them with the subject line

 

“Genevieve, how is your dog’s tummy feeling?”

 

Stupidly stunned for a moment. Omg, how did they KNOW I have a dog with a sensitive tummy? I opened up the email to reveal a range of tummy sensitive doggy treats apparently “hand picked” for my dog.  

And I’m sure they ran many more campaigns like this. For people who have cats that suffer from alopecia and puppies who have rashes. 

Taking their marketing to that extra hyper-personalised step means that not only does the customer feel like they are being listened to, but they are putting the right products in front of the people who will ACTUALLY buy them. 

 

How can this improve my ROI?

Hmmm the questions that is on every marketer’s lips! Hyper-personalised marketing campaigns can take a lot of time to set up. Think about the individual written communications, the different marketing collateral, the designs, the dispersed budgets…but it WILL pay off in the long run. 

Why? It completely cuts out any wastage. You’ve stopped throwing your net far and wide hoping to catch a fish and wasting your time and budget doing so. You know that the fish you’re trying to catch frequents the shallow waters by the cliff face at 3pm, and they aren’t impressed by nets but prefer a baited hook. 

Deloitte reports hyper-personalization can deliver an ROI of anywhere up to 80%.

While hyper-personalised marketing can work well for your marketing strategy, you have to make sure it’s done in a particular way that doesn’t come off as stalkerish or creepy. It’s no secret that brands mine data to use in their marketing campaigns, but your customers still like to pretend. 

 

Conclusion:

With so many messages flying everywhere, stand out above the crowd and implement a hyper-personalization into your digital marketing strategy.

By combining data, advanced analytics, and AI to discover valuable insights into your customers you can easily tailor your customers experiences, showing them you understand their needs, wants, and preferences.