Hyper Personalization Growth to enhance Consumer Experiences

We live in an era where customers expect us to understand their needs and requirements. The COVID-19 pandemic has forced almost every business to change how they operate. For CMOs, strategy and communications have needed to pivot in real-time potentially with dramatically-reduced budgets, both to keep costs down in uncertain economic conditions, and to demonstrate sensitivity to what was going on in their customers’ lives. In this new world, organizations are looking for ways to improve the customer experience, and evolve their marketing programs to be even more digital, targeted, precise, and personalized.

Hyper-personalization is the most advanced way brands can tailor their marketing to individual customers. It’s done by creating custom and targeted experiences through the use of data, analytics, AI, and automation. Through hyper-personalization, companies can send highly contextualized communications to specific customers at the right place and time, and through the right channel. As digital marketing becomes more competitive, hyper personalized marketing provides the opportunity for organizations to meaningfully engage customers, deepen existing relationships and build new ones, and improve the customer experience. Implementing this type of strategy not only increases customer satisfaction but also drives brand loyalty, willingness to spend, and overall marketing effectiveness.

As more companies have adopted personalization along the customer journey, from product design to outreach and from the consumer experience to dynamic pricing, it has created a certain level of expectation for personalized interaction among consumers. Gone are the days of mass media where general advertisements to all potential consumers would successfully engage a wide variety of customers. Technology now allows for every interaction to be unique and personal, and consumers expect a personal connection with the companies with which they interact. Enabling hyper-personalization across e-commerce, marketing automation, and customer engagement platforms will be extremely important, allowing you to provide context to every interaction.