Hyper-Personalization in Marketing: 3 Keys to Increase Brand’s Growth
Hyper-personalization in marketing is the use of comprehensive data to improve the quality of customer service on site to increase a brand’s growth.
Personalization can help with sales. According to research, personalized calls to action are 202% more effective than usual. This term is understood as data on gender, age, preferences. This information will help to understand the needs of the client, which means it will make it possible to choose a personal approach to him. Are you still not seriously considering the issue of integrating AI tools into your own business? If so, then you run the risk of falling hopelessly behind the competition. In this article, I explain what hyper-personalization is and how your business will benefit from it.
3 Keys to Increase Brand’s Growth
Large businesses (Amazon, Facebook) are using the power of artificial intelligence to improve their efficiency. Consumers in all industries are becoming more demanding, they are increasingly looking for online opportunities that adapt to their individual needs and expectations. Today, personalization is in the digital world: from advertising on social networks to PPC campaigns and email marketing. With proper processing of demographic, behavioral, and other detailed user data, site developers will be able to create content for everyone.
Hyper-personalization is the use of comprehensive data to improve the quality of customer service on each site. For it to be truly effective, website developers need access to a large amount of data from CMS systems, sales, marketing experts, and others. As a result of hyper-personalization, the probability of conversion increases. When a buyer feels that he is in complete control of his path to purchase and that every step of the way is adapted to him, he is more likely to make a purchase.
There are 3 Keys to Increase Brand’s Growth through hyper-personalized marketing:
- Send letters and inform the client about additional services or products that have appeared, similar to those he ordered from you or was looking for on the site. Do not send generic messages. You can really use TranslationReport to make your progress here with international clients. Indicate the known data about the client, it is better to do this with the help of CRM. There are special tools, with their help you can find out which message of the letter caused frequent transitions to the site.
- Analyzing cookie data is also a good idea. Track the contents of shopping carts and product reviews, and then pinpoint the products of interest to the customer with great accuracy. It is not that hard to tailor the content to the client if you know their preferences.
- Using the dynamic modules on the site, you can show users what they want to buy next time. Dynamic modules can use information that each customer has bought to offer a new product or service. Amazon is breaking all records in this regard – it uses data from across the marketplace. The more hyper-personalized you can make a site based on knowledge about your customers, the easier it will be to keep them. The quality of customer service today is the most important factor for any organization. Online personalization works similarly. When you make a site so that every visitor feels warm, personalized, and hospitable, customer loyalty improves.
According to Internet Retailing, 7 out of 10 customers want a personalized approach from the brand. This is determined from the moment of the first contact to this added individuality in the service. According to statistics, 77% of consumers consider personalization satisfactory due to offers relevant to their requests, 60% – because of memorable offers, 59% – because of offers voiced in the customer’s language, 57% – because of offers that are offered can be managed by customers.
For many customers in a pandemic, the possibility of remote service has become a hallmark of the company with a satisfactory customer focus. And the automation of such services through the tools of AI and Machine Learning, in general, is among the top criteria of trust. Such conditions can be provided through the introduction of various applications (order tracking, product selection) or the implementation of a chatbot. The client chooses whether the manager will work with him through channels convenient for him or perform various actions.
Modernize Your Marketing
The development of AI technologies is changing the advertising approach. Marketers have more opportunities to work with each user. Today, thanks to AI algorithms, this approach is gradually becoming the new standard. If you do not want to “fall out” of the AI trend and want to modernize your marketing, then you should accept that algorithms are effective only when the company has a sufficient amount of data. Also, start by finding the places in your marketing strategy where AI can benefit the most. For example, you can use artificial intelligence to select relevant content for your users.
Apart from removing barriers in brand accessibility, AI can remove barriers to knowledge. Marketers find it involving and time-consuming to gather customer feedback. Customer brand perceptions can be revealed through their online reviews and, mentions and comments. However, much of the feedback is hidden in the raw data. For a deeper dive into how AI can increase your brand’s growth, click here.
As competition grows in every industry, the need to create a more personalized consumer experience becomes even greater. These days, average isn’t good enough when it comes to marketing. Companies have to find unique and interesting ways to spark the interest of their target audience in order to drive growth. In efforts to accomplish this, many companies have invested time and energy into personalizing their marketing campaigns to specific customers or a subset of customers in order to elevate the consumer experience.
Learning how to create hyper-personalization in marketing campaigns will allow you to reduce ad spend, increase ROI and improve customer satisfaction.