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How to Use Hyper Personalization to Surpass Your Competition

How to Use Hyper Personalization to Surpass Your CompetitionHyper-personalization takes personalized marketing one step further. Using real-time data and artificial intelligence (AI), hyper-personalization provides consumers with exceptionally relevant content, product, and service information.

Targeted Messages

The goal of a highly targeted message within an advertisement is to create a hyper-specific experience for the customer, according to Business 2 Community. In other words, the information presented must be applicable and valuable to a specific consumer. When an ad applies directly to a person, they won’t perceive it as disruptive. Although real-time data is used to customize various touchpoints along the customer journey, including channels, device, and even times of day, it can also be used to customize ad messaging, deals, and media messages, among other elements.

Live Support

A staggering 75% of customers favor live chat with a company representative over a phone conversation, according to Business 2 Community. At the same time, 83% of businesses surveyed would’ve experienced a higher success rate if they had executed better interpersonal skills when communicating with their customers, according to an Accenture report titled “Digital Disconnect in Customer Engagement.” Therefore, it’s important your business’s support team has access to the tools they need to provide customers with a more personalized experience. For instance, co-browsing technology is useful as it allows you to share your screen with your customers in real time to seamlessly direct them through any and all stages of the buyer journey.

Creative Programmatic Marketing

Programmatic marketing allows you to advertise to specific user segments in specific contexts, resulting in hyper-targeted ads. When this type of marketing is combined with creativity, there’s no limits to what a company can accomplish. Take Deutsche Bahn, a German railway company into consideration. One of their marketing campaigns, “No Need to Fly,” focused on promoting travel within Germany as opposed to international travel. The company used AI to gather data related to some of the most popular travel destinations around the world and proceeded to recognize comparable Germany-based locations. Deutsche Bahn then posted images of both locations on social media and specifically targeted travelers. They strategically arranged the photo of the distant location adjacent to the photo of the Germany location while emphasizing the cost difference of traveling local versus abroad. Sales increased by 24% as a direct result of the campaign and produced an impressive clickthrough rate of 850%.