Hyper-personalizing Your Communications Strategy
By Eileen Page, Manager, Digital Solutions, InVision Communications
In today’s world, we expect some personalization: emails that address you by name, your favorite Starbucks barista making your beverage when you walk in the door, or the way your car seat and mirrors automatically adjust to your settings when you get inside. Personalized moments like these make us feel good, and facilitate a positive brand experience that inspires loyalty. But that’s all these moments do. They can’t analyze specific behaviors or communication preferences, or more importantly, predict future patterns—hyper-personalized experiences can.
Hyper-personalization leverages AI and real-time data to deliver more relevant content and experiences tailored to each user or attendee. By tracking both offline and online activity, AI creates entire, holistic identities for each user and serves up especially relevant and timely content, accordingly. Further, it gathers data at every step to make each subsequent interaction exponentially more relevant and timely—hence, hyper-personalized communications.
What’s the best part for interactive and experiential marketers? While most agree that hyper-personalization is incredibly valuable in developing communication strategies and elevating brand engagement, only 9% of marketing professionals surveyed say they have completed the development of a hyper-personalization strategy. However – and here’s where it really gets interesting – according to McKinsey, when implemented correctly, hyper-personalization leads to:
- 5 - 15 % increase in revenue
- 10 - 30 % increase in marketing-spend efficiency
As you can see, the opportunity is huge, and there’s still time to be an early adopter.
So where should you begin? In a recent blog post, we focused on how the 3 D’s (data, design and delivery) relate to the overall interactive marketing landscape—and these same 3 D’s can guide you down the path to a successful hyper-personalization strategy:
Data: collaborate with your strategy team to make sure you’re gathering the right data, then work with your marketing and IT teams on how to gather that data in order to form meaningful personalization insights.
Design: use these insights to design the right content and experience for each audience, as well as for each individual user or attendee.
Delivery: based on what you’ve learned about your attendee and audience, you can send out focused, relevant content on the most appropriate channels and platforms.
Have the opportunity to deliver the exact right content to the exact right audiences for higher brand engagement and revenue generation? Now that’s something to get hyper-excited about!