The last few years, we’ve seen hyper-personalization take the marketing world by storm. When we detailed customer experience (CX) in a previous blog, we learned that consumers today are looking for an all-encompassing experience with the brands they love. Hyper-personalization goes a step further in guaranteeing that each consumer will remember their experience with your business.
Employing hyper-personalization as a marketing strategy utilizes artificial intelligence (or AI) and real-time data to provide users with more relevant content, product, and service information. Businesses like Amazon, Netflix, and Starbucks have already begun using this method to engage consumers and win over their attention.
How Does AI Work?
For example, Amazon tracks what products consumers are viewing and makes recommendations accordingly. Those unique and customer-specific recommendations show up in email form to the customers inbox or at the landing page of their Website. Netflix has a similar strategy and recommends shows and movies based on a customer’s previous views. Starbucks employs personalization through their app interface, creating a personalized experience for each customer.
Consumers enjoy the employment of AI by these larger companies because it creates a convenient way to utilize that brand or service. Customers feel cared for when they feel that a company has taken measures to ensure their experience goes smoothly. Personalization has come a long way since the simple algorithm that changes the greeting of an email to be the customer’s name.
Three Key Elements to Consider When it Comes to Hyper-Personalization
If you feel that your brand can benefit from hyper-personalization by adding it to your marketing strategy, you should know that there are three key elements to consider:
- Hyper-personalization can result in three to four times more engagement between your brand and consumers.
- It is highly important that you use AI to get the right message to the right person at the right time.
- Build trust through good customer reviews and assure new customers that their experience with you will be pleasant. Read more here.
Hyper-personalization will be a must for brands wanting to capture the attention of their audience in 2020. If you would like to add this strategy to your marketing plan, be sure to contact the professionals at Pickett and Associates. We can help you implement a plan to reach new customers and ensure retention of your loyal customer base!