Through the years of marketing, the attention has shifted from the traditional personalization to hyper-personalization — a current technique that’s a step further than the usual personalization route. Today we will learn 4 ways to hyper-personalize for e-commerce campaigns.
Back then, simple use of the customer’s first name in the email subject line would suffice. But nowadays, it’s all about meeting customers wherever they are and whenever they are. From a tailored post on a news feed to online shopping suggestions popping up in a customer’s personal account.
In addition, thanks to technological advances, big data is now easier to harvest and interpret.
Today’s marketers have better access to data on their prospective customers. It’s easier to theorize about the customer’s personality based on their choices. For example, you can easily discern where your customers want to travel.
Basically, a customer’s purchases and choices they make with grooming products, clothes, makeup, etc. paints a picture of the possible customer, even if the marketer has his eyes closed.
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Why Should You Care About Hyper-Personalization
2023 has seen the rise for brands going beyond the basics of personalization. And they are right to do so; because personalization is a key part of the customer’s experience.
- 89% of digital businesses surveyed explained how they invest in personalization. And on the other hand, 72% of retailers claimed that they want more personalization to happen in-store too (Forrester).
- 31% of surveyed customers express a desire for a more personalized shopping experience (Infosys).
- 57% of customers are willing to share personal data in exchange for personalized offers or discounts — according to a survey of 7,000 consumers (SalesForce).
- 36% of customers are interested in purchasing personalized products or services (Deloitte study).
The outcome is clear as day. You need to get to know your customers and give them the kind of experience that they want.
Hyper-personalization and Online Marketing
In the words of Dot CMS’ Alexandra Barcelona, “The ultimate goal of hyper-personalization is to maximize the opportunities a marketer has to tailor content that fits each and every customer’s wants and needs.”
Let’s take a little detour for a second and look back at traditional personalization. In a nutshell, traditional personalization involves creating a customer persona and making presumptions based on certain general traits. In response, marketers create messages, products, and services that would cater to these presumed traits.
Traditional personalization sounds good — sounds decent. But hyper-personalization, on the other hand, approaches audience research in better detail, leaving little room for guesswork if you do it right. By making use of analytical and social listening tools, marketers are capable of gathering real-time data to truly understand the customer’s needs and intentions.
Hyper-Personalization For E-Commerce Campaigns
With this much data opportunity that can be unlocked when you make use of hyper-personalization, it can be used most effectively by marketers of e-commerce merchants.
A better targeting method boosts engagement, and more importantly, connects with customers and knows the shoppers’ needs and desires. Through your ability to hyper-personalize, retailers can offer better promotions and better deals. The end result? Your hyper-personalization efforts translate to better revenue and more positive relationships with your consumers.
AI In The Form Of Digital Shopping Assistants
The new norm in marketing is artificial intelligence. It’s been making waves in the digital industry for years now, and they are becoming more and more commonplace as the years go on.
Chatbots are a relatively new addition into the eCommerce world, and they offer considerable advantages to your eCommerce platform.
- Automate information dissemination for a better customer service experience.
- Send automated engagement emails and responses based off of gathered customer data and interaction.
- Listen to customer feedback, so you can respond better to reviews, answer voice query questions, and comments.
- Improving customer recommendations through items that are frequently bought.
As marketing automaton advances further, digital shopping assistants bridge the gap between shopping through devices and shopping in-store.
Stores like Amazon, explore virtual and augmented reality to accurately display three-dimensional models of merchandise (like furniture) to see how they would look in your living space.
In this regard, hyper-personalization addresses an important aspect of eCommerce shopping.
Expanding And Improving Loyalty Programs
Loyalty programs aren’t revolutionary or new, by any means. They’ve existed for as long as anyone can remember. But with the way technology has improved lately, loyalty programs in eCommerce platforms have also improved. Furthermore, loyalty programs are valuable sources of customer information and data.
This form of data collection means a better and more personalized loyalty program. Drawing data from past purchase can aid your hyper-personalization tactic by avoiding promotions and products that are unappealing to a specific customer.
Loyalty programs offer a wealth of information, and in addition, helps you develop a better program for your customers for better retention.
Tailored Promotions And Offers
There is a growing ability to set specifications and target small groups of individual customers based on previous interactions. This increase in assembled data means a better way of reaching out to consumers. The enhanced features in eCommerce platforms are a reality for a lot of retailers. As a result, businesses can now target customers in unique and inventive ways.
Hyper-Personalization As A Better Sense Of Context
The world’s best marketers would say that your ability to hyper-personalize and context go hand-in-hand. One marketer provided the example of whether a customer uses an iPhone or an Android phone. Take note that demographics for iOS and Android users are wildly different. Remember that different marketing factors — like age, gender, and buying power — affect your marketing strategy and your ad campaigns.
Think In The Matter Of:
- Which country the customer lives in.
- How willing a consumer is to spend their money.
- The industry that your consumers belong in.
- Time spent browsing on specific web pages or apps.
- Previously purchased products.
— and so much more.
The Takeaway
Gathering and analyzing data is the key to proper and good hyper-personalization. And like many other marketing efforts, there is no one-size-fits-all solution.
One business’ method of hyper-personalization is different from the other. But one thing is for certain. It’s that customers crave it, and many of them are willing to provide information to make that method of personalization possible.
Hyper-personalization in e-commerce marketing is the key to retain your customers and drive up your ROI.
Guest Blogger Bio:
Al Gomez is an SEO Consultant. Al has over 12 years’ client digital marketing experience and has proven track records of successful projects and expertise in various marketing channels. He is passionate about solving online marketing problems like generating leads and increasing sales. He is also the Consultant for a digital marketing agency, Dlinkers offering services like SEO, PPC, Email marketing, & Web Development.
