Delivering a more personal experience for modern-day consumers keeps getting harder. Marketers agree that they have come a long way from basic segmentation to creating personas to simulate the needs of customers, but still, there is a way to go. At least the super-connected audiences tell us so. Today consumers want to be treated as individuals more than ever. The reason is simple, being connected provides them with so many alternatives to change direction in a blink of an eye. They look for tailored solutions to satisfy their needs best. They want brands to understand them and deliver them exactly what they need. Relevant, timely, and efficient. That’s where hyper-personalization enters the stage.
Hyper-personalization is the next level of personalization that aims to drive long-lasting engagement via customer intelligence, real-time data, interactivity, marketing automation, and relevancy management. It’s the path to serve the “segment of one” in the most convenient way to strengthen the brand-consumer relationship. It’s analyzing the past and now to come up with the most relevant and timely offers and solutions to improve customer satisfaction.
Pillars of Hyper-Personalization
Well-organized data is essential to get a unified view of customers. In addition to this fact, data centralization increases the performance across the business units. Data quality also affects the success of integrations with internal and external systems (CRM, campaign management, marketing platform, etc.) that will play critical roles in hyper-personalization.
Omnichannel marketing strategy is a gateway to delivering hyper-personalized experiences. Integrating physical and digital touchpoints to create seamless journeys is the way to satisfy today’s consumers. Omnichannel provides orchestration that will empower hyper-personalization.
Today we live in a super-interactive world. Real-time interaction provides opportunities for better engagement with the consumers.
New technology tools like chatbots allow brands to shorten the way to customer satisfaction while creating real-time data for customer intelligence. Chatbot engagement is a great example showing hyper-personalization has already begun.
Even marketing automation evolves to fulfill the changing needs of modern consumers. Real-time automation becomes vital for delivering fast and convenient solutions eliminating operational latency and irrelevancy. The complexity of marketing scenarios is no barrier to smart marketing automation.
Today’s consumers want to control the way you communicate with them. Brands that care about customer preferences will be in pole position in a highly competitive business world. Brands need to identify the preferences of their audiences better to stay in the competition.
As SmartMessage Marketing Platform, we may help you utilize hyper-personalization for better customer engagement. Don’t hesitate to contact us for details.