Online marketers and businesses are constantly looking for effective strategies to turn their efforts into sales or some type of conversion as they desire. Usually, they announce their products or services to a wide audience through one marketing channel or more and wait for interested people to come to their offers. This way of marketing is ineffective today since there are so many competitors out there. Now, hyper-personalization is more significant to consider. In this article, we will discuss what hyper personalization marketing is, its examples and tools we can use in our strategies.
What is hyper personalization marketing?
Hyper-personalization is a fresh approach to targeted advertising or marketing. This approach uses a combination of data, analytics, artificial intelligence, and automation to create unique experiences for customers we target. In this way, we approach every single person and convert each of them to our marketing goal. That is the goal of hyper-personalization. It is more than the traditional personalization techniques.
Let’s see how it works:
- You collect data based on your customers from many sources. You may include purchase history, website behavior, social media interactions, etc.
- You analyze the data and identify what they are looking for using AI and machine learning.
- AI creates your target customer profiles in real time.
- Then you tailor promotional messages, product recommendations, or anything that meets what they are looking for.
For example, your company has a shoe retailing website. You can use hyper-personalization and recommend a specific pair of shoes to a customer who has previously viewed similar shoes on your website. You use AI to identify what he wants and recommend it to his preferences in real-time. This way, you can increase your sales using hyper-personalization marketing techniques.
Benefits:
The benefits of hyper-personalization marketing are many. It will reduce customers leaving out from your store, increase their satisfaction, and improve the overall experience. As a result, your website experiences increased sales.
More Hyper Personalization Marketing Examples
Let’s look again at your online shoe store to discuss a more detailed example. How do you use hyper-personalization to drive more shoe sales?
One of your customers from the order history is a footballer. You know he is a footballer and preparing to join an upcoming tournament from his social media posts. Let’s see how you use hyper-personalization in action:
You gather data: You use website tracking to see his browsing trails and reviews of football shoes.
Real-time analysis: An AI system you use analyzes this data in real time and finds his media activities that he is ready to participate in a football tournament.
Customer profile: Your AI system updates his customer profile and reflects his interest in a tournament and the right pair of football shoes for it.
You send email: You send him a personalized email with the subject line “Get Your Tournament Ready with This Ultra Light Pair of Shoes!” In the email, you highlight the benefits of lightweight shoes while playing, mention the upcoming tournament, and showcase a curated selection of ultralight football shoes based on his browsing history and budget.
You personalize your website: When he visits your website again, he sees a banner ad featuring ultralight football shoes that links to your blog post on “Top 10 Ultralight Shoes for Football Tournaments.”
In the above example, you use a combination of data points and understand the customer’s specific needs, then you have made the shopping experience more relevant and helpful. This increases the chances of him converting to a sale because you make your message relevant to his upcoming tournament, you provide recommendations that meet his needs, and you tailor your email and website personalization to him.
This is the power of hyper-personalization in marketing. It provides recommendations that are highly relevant and timely, significantly increasing the chances of converting website visitors into sales.
An Example for Affiliate Marketers
Suppose you run an affiliate website focusing on book reviews. You want to increase sales of the books through your affiliate links. You have a target audience of college students. One of the website visitors bought a fiction book through your affiliate link. Now, you can target this customer again through hyper personalized marketing.
First, you collect data from his online activities:
- His browsing activities: You track his browsing activities for other fiction books on your website and read several blog posts about other new fiction books of his interest.
- His purchase history: You find he bought a fiction book, and he is now looking for other books by the same author.
- Social listening: From his social media activities, you know that he is so much interested in that author.
- Location: You can also check his location if you need location-related data about him.
Now, you implement personalization strategies:
- Send him an email about other books from the author or other books he might be interested in. Mention any discounts or limited time offers, if available, encouraging immediate purchase.
- Create a personalized experience for him to see when returning to your website based on his browsing history and purchase. Focus it on features relevant to his needs.
- You can run retargeting ads based on his interests, offering additional discounts and highlighting positive reviews from other readers.
- Use content marketing techniques by publishing blog posts and social media posts about his favorite authors and books near his location.
With these strategies and other personalized techniques, affiliate marketers will experience increased click-through rates on their affiliate links, higher conversion rates, improved customer loyalty, and a stronger brand reputation.
The above are just the examples. You have to customize your hyper-personalization strategy based on your product or service and the target audience you chase.
How to use AI to collect people’s buying interests?
As I said before, hyper-personalization marketing targets customers individually. AI is a helpful technology today to collect each person’s buying interests easily. Here is how AI can do it with the following data points:
- Social Media Listening: AI can be used to analyze a vast amount of social media conversations, posts, comments, and groups. With it, you can identify mentions of your products, related products, or competitor products. Using AI’s sentiment analysis, you can identify people’s buying interests. You can also find each person’s problems that your product might address using the topic modeling system.
- Visitor behavior analysis on your website or app: You can use an AI system to track visitor behaviors, such as pages viewed, time spent on the pages, and clicks. Analyze their clickstreams on product categories they browsed, similar items they viewed, or abandoned carts. You can also run a session recording analysis to find out their pain points during the buying journey. These help you improve your product or messaging for the product.
- Keyword analysis: Use AI to analyze keywords used by people in search engines and identify long tail keywords (specific searches relevant to your product or service). Understanding their keywords will help you optimize your product pages and marketing messages accordingly.
- Customer Review Analysis: Use AI to analyze customer reviews on your website and similar products on e-commerce sites and other review sites. This sentiment analysis will help you understand where people value and identify areas to improve in your product or service.
- Ad Campaign Analysis: If you run PPC advertising on search engines and social media advertising, you can use AI to analyze conversion rates and the audience. These will help you refine your target audience to reach the right people with a higher buying interest.
The above are some places you can use for data gathering. But remember to comply with privacy regulations, use proper consent, and be transparent when collecting user data.
AI Tools for Hyper-personalization Marketing
We have learned about how AI can simplify hyper-personalization in different stages of your marketing efforts. Now, you would like to know which tools are available for this data-driven marketing strategy. Here are some AI tools categorized by the way you can use them. Search for your favorite tool names on Google to try any of them based on your requirements.
Data gathering
Use these platforms to collect and unify customer data from various sources. They provide you with an integrated view of each customer for your personalization efforts.
- Adobe Experience Platform
- Salesforce CDP
- Oracle Unity Customer Data Platform.
Customer segmentation for targeting
These tools will help to segment your audience into hyper-specific groups based on demographics, behavior, and interests:
- IBM Watson Customer Engagement Insights
- Microsoft Dynamics 365 Customer Insights
- SAS Customer Intelligence 360.
Personalizing content
These tools will tailor your website content, emails, and landing pages in real time based on each customer profile and behavior:
- Persado
- Monetate
- Dynamic Yield.
Recommending products for upselling
They analyze customer data and suggest relevant products and cross-sells. This helps you to increase your conversion rates or sales.
- Amazon Personalize
- Netflix Recommendations Engine
- Bloomreach.
Virtual Assistants
You might have seen using chatbots on business websites to help customers virtually. You, too, can use these AI-powered chatbots on your website to provide personalized answers to customer queries:
- ManyChat
- Drift
- Ada.
Books & Courses
In today’s marketing environment, hyper-personalization is crucial because it allows businesses and brands to stand out in a competitive marketplace by delivering highly personalized experiences and driving increased ROI. If you want an in-depth study on it, I recommend reading these books and courses:
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Ibochouba Singh is a content writer and reviewer with a passion for writing about digital marketing and tech gadgets, including software tools and new tech gadgets. He has over 15 years of experience writing for several consumers and clients, including tech startups, marketing agencies, and software companies. He is writing many articles and product reviews for many websites, including nigcworld.com, buywin.in, medium.com, and quora.com.
