How many ads have you seen today? Dozens? Hundreds? Now, how many of them do you actually remember?
If we were to guess, we’d say that the only ads you remember are the ones that you felt were personally addressed to you – the ads that showed you something you’ve been thinking about or searching for. Or an ad that perhaps referenced your name or a specific product you’ve been looking for.
In a world cluttered with advertising, the only ads that will make an impact are the ones that offer customized experiences. That’s why businesses turned to personalization. But now, it seems that plain old personalization just isn’t enough anymore.
That’s where hyper-personalization comes in. But what is it, and why is it important? Read on to find out.
What is hyper-personalization?
You may have come across personalization before – but have you ever heard of hyper-personalization?
Hyper-personalization is the more advanced step to personalized marketing. It uses artificial intelligence (AI) and real-time data to give more relevant content, product, and service information to every user.
Ever received an email from an online store addressed personally to you, reminding you that you’ve left something in your shopping cart? That’s hyper-personalization.
Another example is when you visit an e-commerce clothing site to browse women’s shoes. Next time you go on that site, you will be shown women’s shoes by default. Just thought that was a fluke? No way. That is hyper-personalization at its finest.
What is the difference between personalization and hyper-personalization?
Personalization simply adds the user’s personal and transactional information into any promotional communications – like their name, title, organization, and purchase history. Pretty standard stuff.
The most common example of personalization are those commercial emails that greet you by name and recommend more products based on your last purchase. Boring, right?
Hyper-personalization takes it to another level. Using behavioral and real-time data, you can create highly contextual communication and content that is unique and relevant to the user.
Imagine you browse online for a blue dress. You jump on a website, spend 15 minutes looking, then switch off without buying anything. In that time, we can determine:
- That you like discounted clothing
- Your prior search and purchase history for a certain brand of clothing
- That you’re more likely to make a purchase on a Sunday night between 6-9 pm
- That you have the highest user engagement with push notifications.
A hyper-personalized campaign would then send you a push notification to your phone advertising a flash sale for your favorite clothing brand on blue dresses on Sunday between 6-9 pm.
Benefits of hyper-personalization
Improve customer experience
You have on average 8 seconds to get your user’s attention. After all, users today are constantly saturated with ads.
Get noticed and stand out with hyper-personalization. That way, you can design the messages you send, and give the user exactly what they want. It’s a win-win!
Be there at the right time
It’s no good showing your ads when no one is going to see them. Hyper-personalization allows you to get useful insights about the times users are most active and most likely to engage with your content.
Your customers notice when you put a little effort in. So when you cater to your users’ specific wants and needs, they appreciate it. They’ll become more interested and will engage with your content, building a connection with your brand in the process.
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