Hyper-Personalised Marketing: What It Is and How to Master It
Hyper personalisation is the new marketing term which has been mentioned by many marketing agencies to their clients and in their blog posts. If you are unsure what it is, it is a form of marketing that uses AI with real-time data to create products, content and services that are designed for the customer. As Google wants businesses to prioritise user experience more than ever before, this kind of works in the user’s favour. If you are unsure what it is, we are going to delve into this form of marketing and how it can benefit your marketing strategy.
What Is Hyper-Personalised Marketing?
Hyper-personalised marketing is basically marketing targeted at that specific customer. A good example of this would be personalised social media advertising, also known as retargeting. This is when a user visits a brand’s website, does not necessarily buy anything and then leaves the website. Once they leave the website, they will then be retargeted with adverts on social media, advertising a similar product to them or, the same product. This is to get the user to visit the website again so they do visit the website and buy the product this time around.
Hyper-personalised marketing goes to the finer details of marketing. It uses both artificial intelligence and machine learning that then gathers a large amount of data with each customer it interacts with.
What Makes The Perfect Hyper-Personalisation Strategy?
With hyper-personalisation marketing, you treat every customer like they are unique and that is how it should be. So if you are looking to create personalised ads for your users, here are a few ways in which you can do that.
Good Company Knowledge of Your Products and Services
Firstly, you need to know your company inside out and you will be surprised by how many people don’t know a lot about their business. The marketing team also needs to know what services and products are offered. Not to mention understanding the logistics of it, the unique selling points and everything else that comes with it. So when you are retargeting those customers, you can make that product or service stand out to them.
Quality Data and Privacy Policies
When you have a new customer on your website, they need to know that you are trustworthy and their personal data can be trusted. For example, cookie banners that appear on the bottom of their screens gives the user the opportunity to say yes or no to their data being tracked. Additionally, you can utilise AI or ML to track their data in the background. Furthermore, company policy must be easy to access so ensure you have this in the footer of your website.
Understand Your Audience
As well as understanding your products and services, you also need to understand your customers. This is something that you should establish at the very start of your business. Understanding the customer gives you a reason for starting that business so 2/3/4 or even 5 years down the line, you need to be marketing to that same audience and you need them inside out.
Once you know your customers, you know exactly what product or service they want so, when you are giving them a friendly reminder about your existence, you can show them the perfect product which increases the chances of buying from you.
Make The Most of Your Data
When you market to your users, you need to ensure you are making the most of the data you have already gathered. This ensures that the user is getting the best experience possible when revisiting your website. One way to do this is by utilising smart links on your website to turn data into a more personalised user experience.
What Are The Benefits of Hyper-Personalisation Marketing
There are a few reasons why so many agencies are implementing hyper-personalisation into their marketing strategy so let’s take a look at them.
One of the core reasons for hyper-personalisation is so they can make the customers purchase much quicker as they are being shown what they are looking for. It avoids the process of the user scrolling through endless pages to get to their desired product. Therefore, this helps to shorten the sales cycles.
Another reason why a business would consider hyper-personalisation is to help reduce customer stress. As mentioned before by shortening the sales cycle, hyper-personalisation can get straight to the point which creates a more enjoyable shopping experience and gives a higher chance of the customer converting.
Another positive is that it helps to improve brand loyalty and customer retention. Furthermore, these campaigns can also improve themselves as they are using real-time data which is gained with each session for each user.
What Are The Negatives of Hyper-Personalisation
Although hyper-personalisation has a lot of benefits, there are some negatives that come along with it. One of the negatives of hyper-personalisation is that it is very time-consuming to set up and it can be very expensive which small businesses can’t afford. Furthermore, you have to decide when you want to deploy hyper-personalisation in the customer journey to maximise your results. This can either be;
- When you have the data but the customer hasn’t visited your website or interacted with your brand.
- Or, after a potential customer has visited your website or interacted with your brand in some way and, the customer has consented to give you their information.
What Does The Customer Think of Hyper-Personalisation?
Now, over the last few years, there have been concerns from customers about the data they are sharing with companies and brands. To a certain extent, a business shouldn’t be able to know everything about a user; however, to make a customer’s shopping journey more enjoyable, this needs to be done. It helps to personalise the shopper’s advertisements and provide them with the products/services that they are looking for.
However, there have been third-party cookie updates which have restricted the amount of data that customers get and because of this, a lot of customers are not getting adverts related to them. That is because the customers themselves decided this.
Summary
SEO in Manchester and other locations have faced concerns about advertising to customers because of the third-party cookie update. It makes it more difficult than ever before to reach a customer who is more likely to convert with you. Meaning that more budgets could be spent on advertising but it has a much lower conversion rate.
