Nowadays, personalized services that are rapidly setting new standards have caused a significant increase in user expectations. It has beco...
Nowadays, personalized services that are rapidly setting new standards have caused a significant increase in user expectations. It has become of great importance to be able to address target audiences not only in light of their personal information, but also by knowing their wishes and habits. Hyper personalization is a process that goes beyond user information and combines real-time and behavioral data. Artificial intelligence technologies that enable creating the perfect customer experience make a significant contribution to this process.
What is Hyper Personalization in Marketing?
In the simplest terms, hyper personalization in marketing is the name given to the entire process that combines real-time and behavioral data that a brand can obtain from its customers. Considering the advantages offered by the concept in operation, it is possible to say that hyper personalization has an important place in the digital marketing industry. The concept allows the brand to develop a customized marketing strategy for its customers. However, in order for a brand to successfully implement hyper-personalization, it must better understand both its products and its customers.
To implement hyper-personalization, the data collected is obtained from multiple touchpoints and channels. This makes it possible to provide customized services, advertising content and product adaptations to each consumer. With this marketing strategy, brands aim to see a much higher level of interest and conversion potential.
What is the Difference Between Personalization and Hyper Personalization?
Although it is thought that they are used for the same purpose because their names have similar connotations, the concepts in question are known as two different marketing strategies. Hyper personalization uses a variety of advanced technologies to provide users with tailored experiences and offers . These technologies; IoT solutions can be listed as machine learning and artificial intelligence. The relevant marketing strategy takes the personalization offered to consumers to the next level, thanks to the advanced technologies it uses.
Personalization, in short, is about advertising basic data about the customer, such as location, purchase history and name. So, it can be said that hyper personalization is a more advanced strategy than this concept. In hyper-personalization , real-time behavioral data is considered to determine the services the consumer desires or needs . Since this means going beyond basic customer data, we can say that the relevant strategy is much more functional and detailed than personalization.
By using the personalization strategy, you can provide special advertisements for similar products to customers who purchased a ring a while ago. With hyper-personalization, you can deliver optimized ads based on payment method, coupons used, location and time of sale, social media activity, and more . Thanks to the data you collect, it is possible to establish a more efficient interaction and meet user expectations by bringing accessories such as rings to the eyes of consumers.
What are Hyper Personalization Tools?
When we look at the recent hyper-personalization trends, it can be easily seen that some concepts stand out. When these concepts are used together and in harmony, it becomes possible to establish effective communication with the right customers. Hyper personalization tools that enable strong interaction are listed as follows:
Chatbots make your communication with customers effective by providing you with speed in providing solutions to consumers' needs. Thanks to chatbots, it becomes possible to provide answers to your customers in one-on-one conversations. Hyper personalization, which also stands out with the automation tool, has brought about omni-channel communication . This allows you to establish communication through any channel you wish. Customers' ability to decide when, where and how to communicate also makes interaction stronger.
What are the advantages of Hyper Personalization?
Nowadays, when the competitive environment is quite challenging, there are some actions you can take to increase the awareness of your brand . One of the digital marketing and end-to-end marketing strategies you can apply to turn competition into opportunity and grow your business is hyper personalization. The advantages of hyper personalization, which we have heard about frequently lately, can be listed as follows:
- It positively affects customers' purchasing decisions.
- It increases loyalty to the brand.
- It makes it easier to respond to market needs.
- Increases brand awareness.
- It makes customers trust the brand.
- Many consumers who are satisfied with the customized experience are inclined to consent to their data being collected. So hyper-personalization makes it possible to collect data effortlessly.
In order to keep your brand in the game by taking advantage of hyper-personalization strategies, you must first benefit from the right technologies. By acquiring the necessary infrastructure, you can offer a customized experience to your customers with the right technologies, and prevent customer losses as you eliminate the deficiencies of your brand.
What to Consider in Hyper Personalization Strategies?
Applying the hyper personalization method may not always yield effective results. In order for advertisers and marketers who want to benefit from the advantages of this strategy to achieve success, it is not enough to simply apply the method. In order to obtain efficient results from the strategy, some points must be taken into consideration during implementation. What you need to consider to make your brand successful with hyper personalization can be examined under 5 headings.
Data collecting
The first step in a hyper personalization strategy is to get the right data. The better the quality of your data, the more efficient the special experience you offer to your consumers will be for your brand. Moreover, the high quality of the data allows you to add more sections and detail your offers when offering services and products . In other words, it is possible to say that the accuracy of your data directly affects personalization. In this way, you can interact with the right consumers and increase their likelihood of purchasing by planning a more effective strategy.
Customized Offer
Customizing your offers increases the chances of users purchasing the products and services you offer. Before you present an offer to consumers, you need to make it more specific to their needs and wants. At this point, you should first get to know the consumers better. Approximately 79% of consumers are still interested in ads related to products they have previously purchased. A high of 79% emphasizes the importance of starting the strategy with some simple customization. By collecting simple data like age and gender, you can start customizing your offer. You can then determine which customers are more likely to purchase the identified products or services.
It is possible to offer your customized offers for customers who make purchases in February and August, close to these dates . In other words, you can prepare and interact with personalized messages based on previous purchasing habits in January and July. In this way, it becomes possible to obtain more beneficial results for your brand.
Personalized Messaging
You should also consider personalized messaging options to make your customers feel more special and meet their expectations. Advanced personalized marketing software helps you use the most appropriate messaging method . Hyper personalization, users' consumption behavior and personal data; That is, it also includes personalization. Thanks to these software, it is possible to design customized emails, including the ones listed below:
- Dynamic content that changes depending on where and when the email is opened
- Possibility to change this information dynamically when the stocks of any product run out
- Real-time pricing
- Analysis of products reviewed by consumers
Thanks to all these opportunities offered by specially developed software, it becomes possible for you to address your customers better. Personalized messages increase the likelihood of purchasing your products and services also play an important role
Various Channels
Combining collected customer data with multi-channel marketing helps establish healthy communication between users and your brand. Websites, email, smartphones and social media all promise a variety of personalization and customization privileges for you to take advantage of. You should not forget to stay up to date in order to benefit from these privileges and gain efficiency . To stay up to date, you need to constantly follow up.
Timing
In hyper-personalization, it can sometimes be difficult to manually manage the marketing process. Since not every data obtained will be useful, some of it must be eliminated. It could even take days to evaluate all the data and messages. You have several options to save time. Using marketing automation is one of them. You can also get help from predictive analytics tools . These tools help you identify the best times to forward messages and send replies.
Let Your Hyper Personalization Experience Reach Its Peak with SmartMessage!
Nowadays, many customers attach importance to brands knowing them fully and providing an experience accordingly. At this point, hyper-personalization creates a serious competitive difference by offering solutions that meet the user's expectations. SmartMessage Journey Manager not only meets the needs of businesses in the field of hyper-personalization with the real-time marketing automation technologies it offers, but also provides a great increase in efficiency.
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