When was the last time you bought something online? Did you feel like the brand was talking at you, or did they understand you?
Most people no longer like to be told, “Buy from us.” They want a message that goes, “We are here with exactly what you want and need.” Personalization has become such a big deal. In fact, 76% of consumers prefer to buy from brands that personalize their experiences.
Small touches, like using your name in an email, and big things, like customer support that knows who you are before you ask a question? These are now standards in digital marketing.
Of course, as simple as that sounds, scaling personalization is not an easy task. Data may be scattered across different platforms, infrastructure may be messy, and privacy regulations are tight. Take it a step further into hyper-personalization marketing, and the challenges multiply.
However, when you do figure out how to overcome the hurdles, you see incredible results. Customer acquisition costs decrease, revenue increases, and marketing ROI soars.
How do you get there? Let us explain.
Hyper-personalization is a business strategy leveraging advanced technologies to deliver experiences, products, or services that feel individually crafted. You have probably already seen this form of personalization in retail, entertainment, healthcare, banking, and other industries. It is not traditional personalization, though.
If traditional personalization says, “This customer bought running shoes before, so let us show them more running shoes,” hyper-personalization says, “This customer bought running last month, but they also have been browsing athleisure wear on our app at 9:00 PM, after their evening gym sessions. Let us show them our new line of performance shirts with a discount code that expires tonight.”
That is a big difference.
Traditional personalization is reactive as it looks at the past. Hyper-personalization is proactive, identifying behavior patterns, predicting what customers might want next, and giving it before they even ask.
You can apply hyper-personalization marketing everywhere, such as in your advertising, in how customer service responds in diverse channels, in auto-filled forms, and in dynamic pricing. Scaling it simply means moving from small, one-off efforts to consistently providing them across your entire customer base. To do that, you need the right toolkit.
Behind every hyper-personalized experience is a mountain of data — and the brains to make sense of it all. AI personalization tools are valuable.
Artificial intelligence and machine learning enable brands to process massive amounts of data in real-time. Consider factors such as browsing activity, location, device usage, and even contextual elements like time of day or weather.
Predictive AI can forecast future demands, while generative AI can customize product recommendations, chatbot conversations, or offers. But none of this works without integration.
Brands that excel at hyper-personalization ensure that all their data flows into a single, unified system. They combine insights from websites, mobile apps, social media platforms, CRM systems, and offline interactions.
The more complete the picture, the more powerful the personalization.
Always know your audience. Collect data on who they are, including their names, contact information, and demographics. Then, ask yourself, “How do they interact with our brand? Do they prefer mobile apps, emails, or social media? At what times are they most engaged? What products or services do they often check, add to their carts, or order repeatedly?”
Next, understand what you know. Instead of emailing everyone in your database about your new cycling shorts, email your fitness-focused customers who recently bought cycling gear about your new cross-training sneakers because they might need them. Be a thoughtful brand, not a spammy one.
Data and segments mean nothing if you don’t connect with people. Reach them wherever they want and when they are most likely to respond. For instance, a user checks your online store every Sunday night. Send them an offer for the following Sunday evenings when they will be looking, not on Wednesday mornings when you have no idea what they are up to.
Keep in mind that hyper-personalization is never “done.” People’s interests, circumstances, and behaviors are constantly shifting. So, continually monitor performance, test new approaches, and refresh your insights. Treat them like your friend; you learn their favorite color today and their favorite TV shows next. You continue to notice, listen, and adapt.
Success in scalable personalized marketing is possible. How can we say so? Because it is happening to several brands!
Netflix, for instance, knows what you have watched and how you watch. The system studies watch history, viewing habits, favorite genres, and patterns from similar users. As such, Netflix curates show recommendations that feel almost psychic. If you have not logged in for a while, expect a nudge about a new series that matches your past choices.
You have also probably blasted your Discover Weekly playlist or waited for your Spotify Wrapped at least once since you created your account. Spotify analyzes your listening habits, including the songs you’ve liked, the time spent in different genres, and the artists you repeatedly loop. The result? Old and new music you fall in love with.
Starbucks, too, takes personalization beyond the screen. The mobile app combines geolocation with AI. Walk near a store, and you might get a push notification reminding you about loyalty points or presenting a discount on your favorite drink. Do you regularly order the same latte? The app will suggest it for quick reordering.
Hyper-personalization is a competitive advantage. Brands that master it sell and build stronger relationships with their customers. And AI personalization tools are now more accessible, making it possible for businesses of all sizes to leverage them!
By leaning into hyper-personalized marketing, you move beyond generic campaigns. We specialize in this at Connection Model. We support brands in exploring scalable personalized marketing, boosting engagement, fostering loyalty, and keeping up with evolving expectations.
Are you ready to move from “Buy from us” to “We are here with what you want and need”? Connect with Connection Model now!