Hyperpersonalization in marketing focuses on creating a more individualistic customer experience.
Barbara von der Osten
Dec 7, 21 | 14 min read
Hyperpersonalization in marketing
Reading time: 11 minutes
In a rapidly changing world, improving customer experience is at the forefront of marketing strategies.
This is because consumers need to connect with companies that understand who they are, what they need and what they want. They are also constantly looking for brands, products and services that recognise them as individuals.
Because of this, marketing campaigns created for audience segments or even buyer personas may no longer be enough.
While you can’t read every customer’s mind, you can anticipate and even exceed their expectations through hyper-personalized marketing.
Essentially, hyperpersonalization taps into individual human needs and desires .
Combine data, analytics, artificial intelligence, machine learning and automation to create unique interactions.
Therefore, the focus should be on the customer and data driven marketing , with the aim of reaching consumers in different ways.
The shift towards this more personalised approach is accelerating more and more among brands and it seems to be working, so find out more below.
What is hyperpersonalization in marketing?
Personalization vs. Hyperpersonalization
Why is hyperpersonalization important for businesses?
How to include hyper-personalized marketing in your strategy?
What are the dangers of hyperpersonalization?
Examples of brands that work with hyper-personalized marketing
Conclusion: Add hyper-personalization to your marketing strategy
What is hyperpersonalization in marketing?
Hyperpersonalization in marketing is a shift away from a one-size-fits-all strategy and toward providing an individual experience for each customer.
This way, you maximize the use of all your collected list of montenegro consumer email data in real time and provide customers with products, services and content that are more relevant to them.
This method of hyper-personalization provides brands with opportunities to engage customers in more meaningful ways and improve the customer experience , one by one.
This also leads to a deepening of current customer relationships , as well as attracting and helping to build new ones.
By using AI to filter the data you collect, you can create targeted communications campaigns for certain customers and learn the best ways to share them, including when, where, and through which marketing channels.
While personalized marketing isn’t exactly new and has been proven to deliver results, taking it a step further with hyper-personalization can do even more.
However, it takes time to develop a hyper-personalized marketing strategy, but you can take it one step at a time.
It is possible to start with something like recommendation engines and predict your customers’ preferences and tailor products and prices to fit them specifically.
Personalization vs. Hyperpersonalization
Most people no longer tolerate posts that only seek to sell products or services. That’s why personalizing an offer or informative content is a step in the right direction.
However, there are differences between normal or standard personalization and hyperpersonalization.
Regular personalization focuses on basic information about an online customer , including names, locations, and other demographics.
For example, that email your brand recently sent that
addresses each customer by name. Or, your e-commerce shopping cart that seeks to interact directly with the visitor, showing them items that may be useful to them and help them complete their order.
Regular personalization also draws on customer data to gain basic insights and make a marketing campaign more relevant to customers’ needs or interests.
On the other hand, hyperpersonalization is a more refined form of personalization , which is based on real-time and behavioral data that provides an even more individualized customer experience.
Hyperpersonalization uses more advanced and complex data, including:
customer browsing activity;
actual purchasing behavior;
customer affinity (e.g. free templates, free samples, or discounts);
active times (for example, when a customer logs in or makes purchases);
notifications that result in greater engagement .
Besides:
Leverage real-time data, AI and automation to 10 biggest b2b lead generation mistakes and how to fix them deliver a fully individualized online experience, delivering more individually relevant services, products or content;
relies on knowledge-based decisions to determine the types of interactions for each customer;
focuses on creating highly relevant personalized campaigns for various products and services.
Hyperpersonalization allows brands to use data , including their own and third-party data, to better understand customers and their behaviors, as well as their individual preferences.
Ultimately, personalization works through customer segmentation or based on buyer personas, but hyperpersonalization goes further, focusing on getting to know the bz lists customer on a more individual level.