Hyper-Personalization: The rise of individual customer
Personalization of marketing communications has always been the goal of marketing eteams to drive better customer engagements. New marketing trends like storytelling, social listening, and content marketing were largely put to use by marketing teams across the globe. Yet, marketers are unable to keep pace with the tech-savvy and ever-evolving digital customer. With the evolution of hyper-personalization, the future of digital marketing holds great promise. Hyper-personalization leverages customer data in more advanced ways to help businesses customize their marketing campaigns in real time.
The future marketing strategy powered by hyper-personalization
Hyper-personalization demands the application of qualitative tools and frameworks to collect meaningful omnichannel data in real-time. The data collected is leveraged to target customer-specific content, services, and experiences to drive superior marketing results. Hyper-personalization is a transformational shift where marketing campaigns are driven more towards achieving one-to-one interactions with customers as compared to the traditional way of targeting customer segments. Delivering individualized experiences is at the heart of converting a business’s generic audience into loyal customers. Hyper-personalization helps organizations realize granularity of customer data to gain a deeper customer connection and build a loyal customer base.
Key building blocks for achieving hyper-personalization
Building a comprehensive customer persona
Organizations need to collect omnichannel customer data and build a comprehensive customer persona. Continuously update them with latest insights, which helps marketers in targeting customers with right content, experiences, and products that match with dynamic customer needs.
Robust customer data and marketing automation platforms
Customer Data platforms analyze and convert data collected from different online channels into customer insights. And a robust Marketing Automation Platform leverages these customer insights in developing marketing campaigns that are highly personalized and improve customer engagements.
A customer first marketing strategy
Developing a marketing plan that treats each customer as a unique individual. Proactively sharing relevant content at the right time and at the right point of a customer journey will enhance emotional engagement with businesses audience.
Making Hyper-Personalization Real with Element Solutions
Element Solutions brings together the right tools, industry insights, and a network of resourceful partner ecosystems to help you create the right strategies in building a loyal customer base leveraging the power of hyper-personalization.