Hyper Personalization Marketing Techniques That Deliver Results
Isn’t it a gratifying experience when an app or an online store greets you by your name soon as you log in? Sometimes, you even get a rundown on your previous purchases or items left in the cart. No doubt, personalization makes for a great customer experience. But what if marketers take personalized marketing a step further and aim for a more enhanced customer experience in the form of hyper-personalization?
Moving beyond first names on an email, hyper-personalization leverages artificial intelligence (AI) and real-time behavioral data to get a more nuanced understanding of a customer’s unique needs and enables marketers to deliver more relevant content, product and service offerings aligned with the user’s tastes and preferences.
When prospects browse websites, they leave important behavioral cues. Browser activity tracking software—Google Analytics, for example—tracks this trail by constantly logging data on visitors' page choices, time spent there, as well as entry and departure points. When customers make a purchase, those transactions become machine learning input living alongside previous transactions, all of which have timestamps. This reveals crucial information about the customer. Are they browsing and buying on weekdays or weekends, are they online in the morning or in the evening, or whether they’ve responded to recent marketing content targeted at the customer.
This happens to every one of us, all the time. Let’s say you’re casually playing on your smartphone and have the urge to search for sunglasses. After a few minutes, you get tired of looking at the newest styles and go back to check out your social media. Boom! Suddenly, you find your pages are full of deals and photos of the latest styles of designer sunglasses.
For marketers, getting to that sweet spot will require a whole new level of understanding of what a customer wants. Once you achieve that, the sky’s literally the limit for your marketing endeavors.
Leveraging Data For Hyper-Personalization
Today’s buyers are instantly turned off by generic product pitches and mass-marketed mailers that assume what buyers want, then assume they hold the solution as well. Instead of barraging the buyer with information or subjecting them to seemingly endless options, smart businesses will leverage data that helps pinpoint exactly what customers want—as well as what they don’t want. This way, you can customize any content to match their preferences.
When a prospective customer receives an ad or a notification that speaks directly to what they're looking for, the deal is practically sealed. When customers receive a message anticipating that need before they've even begun their search, you closer to hitting that sweet spot. AI makes this possible with groundbreaking levels of predictive marketing, enabling a stronger bond between the buyer and the company.
For hyper-personalization to be effective, all divisions must be on the same page and transact in real-time. For example, say a customer is offered a product based on their profile, but the item is not available when the customer goes to check out. Not only have you lost out on a possible sale opportunity, but it also created a very unhappy customer thinking, ‘why are they offering me something that’s not in stock?’
Think about this for a moment. You possess valuable customer information and insights but you just use that to personalize an email header and the salutation. Contrast that with dynamic presentation software that covers a buyer’s historical record of purchases then makes recommendations based on that information. The data is already there, voluntarily provided by the customer. Harnessing this information to better understand client needs can help lead to offer relevant solutions. The general interactive nature of Ingage makes customers feel like they are getting a customized presentation.
As Scott Robinson, a 25-year IT veteran, notes: “Hyper-personalization marketing isn't just competing with other messages with first names and reminders of past purchases; it's generating messages that echo the customer's thoughts.”
A report by IBM states that around 80% of customers feel that brands “fail to understand them as individuals.” If your business caters to a wide variety of users, then it can be difficult to identify the needs of each group. This is where collecting accurate and relevant data comes in.
With Ingage Analytics, you can measure results instantly and understand the impact on your business through rich analytics. You can view reports to determine which presentations are most popular effective and better understand when and how often specific users are using each presentation.
Personalize the Customer Experience
Personalizing efforts depend greatly on how data is applied to analyze and determine key trends. Individual accounts should undertake a customized and data-heavy approach in refining content that resonates with customers at every stage in buying. This can result in more sales and increased loyalty.
Engaging customers means capturing their interest, then holding that attention. Personalization plays a key role in inducing engagement. Data analysis helps immensely in developing personalized content. In fact, hyper-personalized campaigns increase the likelihood of closing the deal. According to a 2017 online survey conducted by Epsilon, 80% of respondents are more likely to award their business to companies that offer personalized experiences, and 90% of respondents find personalization appealing.
AI and machine learning help determine the right messaging based on data from the right audience. It becomes a matter of delivering this message at the right time. Modern tools that capture Big Data help ensure that companies can get insights fast. As a result, audiences receive content that is in touch and in tune with their needs.
Engagement and relevance can only do so much for a company’s marketing efforts. Trust is a key component to establish credibility and gravitas. In order to gain customer trust, companies should devote efforts to gaining positive reviews from actual customers. They should also invest in content that helps customers gain more information that can help solve their problems. Educational content that comes across as accurate and reliable can help bolster trust for the company. Like any hyper-personalized content, delivery should also take into account the customer’s needs, objectives and current standing in the sales funnel.
Deliver Hyper-Personalized Content
Armed with more in-depth knowledge of individual customers, creating hyper-personalized content shouldn’t pose a problem. But how do you create content that reaches deep into the customer’s psyche, engages them, moves to the decision stage of buying and eventually inspires them to become loyal?
There is no magic bullet, but hyper-personalization will get you close. It’s all about picking up individual cues on what works and what doesn’t. It’s starting with producing content, then leaving the windows open to observe how the targeted audience reacts. Using customer-driven data, adjustments and improvements can be made continuously. In a way, the final work will continue to evolve as the customer experience evolves. This way, you can continuously deliver content to your target buyers that remain relevant even as their preferences change over time. This is the essence of hyper-personalization.
Hype Up Your Hyper-Personalization Efforts With Ingage
Are you stuck with a brimful of ideas for engaging content but just can’t find the right presentation software to bring them to life? Do you find it difficult to use existing applications knowing they cannot capture the essence of the story you want to tell?
Leveraging its expertise as a digital content provider, Ingage has been powering elite companies with a unique combination of software and storytelling since 2008, helping businesses to create, share and measure engaging content that captures the fundamentals of their messaging.
The Ingage Suite is a cloud-based, sales enablement platform that creates hyper-personalized content by capturing data that tracks feedback information on every presentation. Content makers can gather insights on which pages generated the most interest or not. This way, users can customize their presentations to fit the wants and needs of their customers.
Learn more about how Ingage can make your hyper-personalization content alive by visiting our page and scheduling a demo today.