What’s The Hype Around ‘Hyper-Personalization’?

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By now we have all heard the importance of personalization and how companies can cater their marketing efforts to the individual requirements of their customers. The latest trend however, seems to be focused around hyper-personalization.

But what is the difference between hyper-personalization and just plain ol’ regular personalization?

What is Hyper-Personalization? 

Well for starters hyper-personalization is defined as:

The use of data to provide more personalized and targeted products, services, and content.

Before the advent of technology and the ‘social boom’, companies utilized customized messaging based on profile data and other attributes on customers collected from third party list providers. But the rapid growth of social and newer digital channels has created an opportunity to collect even more pertinent customer data, thereby helping companies provide a personalized outreach.

Companies are paying more attention to customer profiles and interactions as they begin to chart out ideal buyer personas for future engagement. This allows marketing teams to send out the right message at the right time to the right person, which leads to better and higher conversions.

So how can companies utilize the power of hyper-personalization?

How to leverage Hyper-Personalization?

There are three broad areas that companies need to focus on to leverage hyper-personalization:

1. Social Listening

You can begin your path to hyper personalization by actively listening to and understanding your audience.

Focus on defining your customers, their likes / dislikes, and most importantly their issues and challenges. By understanding these intricate details about your audience, you can get an in-depth look at the pain points in a customer’s purchasing cycle, and also the factors that affect their buying decisions.

Begin listening to conversations taking place around your industry / space, competitors, and products. Identify the context of each conversation and participate in these conversations at the right time. Do not sell your products, but rather aim to build trust with your customers. Companies can also engage with top influencers and thought leaders to help build engagement around their brand.

2. Data Analysis

A natural progression from listening to your audience is capturing the data around it. From profile information to social interactions, companies can collect vast amounts of data to create and enhance the quality of information on their customers and leads.

While there is some debate as to which is better: collecting data on an individual-level vs. collecting data by segment, capturing insights from data is an integral step in the hyper-personalization process. For example, if a customer searches for flights to a particular location, then travel agencies could use this info to target that customer with relevant travel packages.

3. Content and Context

Once you have listened to your audience and grouped them into the right customer segments, you can begin to create personalized content, deliver it in a targeted way, and help drive engagement. This allows you to nurture high quality leads.

Sharing personalized content in the context of a customer’s needs and location increases the relevancy of the message. Companies should focus on driving socially engaging content and deliver it across different devices so that it can translate into positive experiences for the customer.

Hyper-personalization is all about maximizing opportunities to customize content that fits your customers’ needs. Companies should use these opportunities to consistently target the right audience throughout the customer lifecycle. Creating meaningful connections and driving engagement among your audience allows for more leads and better conversions.

This was cross-posted on Business2Community.


What Drives The Rise In Marketing Solutions Today?

Image Source: MarketingProfs

There are many articles that talk about the importance of selling to CMOs and the phenomenal growth in marketing solutions these days. But what drives the rise of these solutions?

In order to understand the growing influence and investment in marketing solutions by organizations, we need to first take a step back and understand the evolution of Customer Relationship Management (CRM) and Marketing solutions.

CRM is a business process put in place by most organizations to manage their customer interactions. In any organization, the three core customer facing processes revolve around Marketing, Sales, and Support. An integral component of managing these processes entails managing customer interactions across multiple channels – emails, phone calls, customer portals, etc. In order to provide a seamless customer experience, companies need to maintain a single source of customer data that can be leveraged across these different channels. CRM solutions were implemented to serve this purpose.

However, with the advent of technology, especially social, CRM solutions were not enough to manage customer relationships. Technology ushered in well-informed customers who could find a lot more information on their own even before they interact with a company. Companies have now been relegated to a position where they need to participate in customer-driven conversations that are taking place on social channels. They needed to adapt to the changing needs of their customers. Companies also faced some unique challenges and needed newer solutions to identify, understand, engage, and nurture customers across different channels including social. This brought on the rise of marketing solutions.

Marketing teams use this new crop of marketing solutions to identify their target audience, provide relevant content, publish campaigns across channels, and manage and qualify leads. To address these specific needs and the evolving technological landscape, marketing teams use diverse solutions such as Marketing Automation, Data Management / Cleansing, and Campaign Execution.

This has resulted in customer relationship evolving from solely being a sales function to a joint effort by both marketing and sales teams. Consequently, the solution landscape has also expanded now to include marketing solutions with existing CRM solutions to offer a new and improved customer experience.

Beyond marketing and sales, support teams have also begun to play a big role in managing customer relationships. Every customer support opportunity (even when customers call to complain) is now an opportunity to impress the customer, retain them, and nurture them to invest in the company’s products and services. Every customer support employee, or for that matter every employee of a company, is considered to be a brand ambassador who would be expected to go above and beyond to make the customer interaction useful, productive, and positive. This would result in repeat purchases by the customer and longevity in the brand-customer relationship.

The dynamics of these various processes along with the technologies used to automate them have resulted in complex enterprise stacks for various organizations. In subsequent posts, I will be discussing the intricacies of the enterprise stack and some new solutions that companies can leverage to provide a consistent, hyper-personalized customer experience.

Welcome to IntegrateBusiness

Image Source: twister Data Framework

Image Source: twister Data Framework

Enterprise software has seen a major shift over the past several years. From a rapid implementation of SaaS applications, as opposed to on-premise, to an increasingly diverse enterprise stack; businesses have adopted a multidimensional approach for their business processes.

The advent of SaaS applications has also shifted the industry to a subscription model where maintaining a low churn rate is key. In addition, application integration has shifted from an IT-centric focus to line-of-business (LOB) managers and business users. This has yielded more flexibility when selecting SaaS applications, which in turn creates an enterprise stack featuring multiple solutions from different vendors that are based on various platforms and technologies. But the success of such a multifaceted stack is dependent on a combination of system independence and app integration, which affords the user a seamless experience. Furthermore, the users of such technologies are varied in background and often do not possess the technical expertise, which was a precursor to integration in the past.

Companies in this space are now faced with a unique challenge and business need that requires them to not only offer seamless application integration, but also do so in a manner that is accessible to non-IT business users. IntegrateBusiness is a blog dedicated towards publishing content that addresses this need and the enterprise software space. In subsequent posts, you will read insights from industry experts that are aimed to help businesses drive up their top and bottom line.