In marketing, personalization refers to a one-to-one strategy aimed at making a customer feel that they are being addressed directly. This is done by customizing an advert to suit the needs of the targeted clientele. By addressing a customer’s need one will be able to win the customer’s loyalty.
There is however, a less known marketing strategy that is slightly different from personalization. This strategy is known as hyper-personalization. A personalized advertisement can have your name on it but hyper-personalized one will have more personal details. Marketers using hyper-personalization make use of data about customer’s behavior to make an advert as personalized as it can get. By this they manage to easily compel their customers and consequently having a great impact on the customer’s loyalty.
While marketers agree that hyper-personalization can be of great impact in marketing, it is also not easy to adopt the strategy. Hyper-personalization requires technology that supports a centralized data touchpoint. Centralization allows one to gather as much information as possible about a client. This kind of technology is more complex compared to the one used in personalization where the touchpoints are decentralized.
Companies have therefore been reluctant in integrating hyper-personalization advertising into their marketing. Among the factors considered is the cost behind a complete system transformation. With personalization, simple technologies such as CRM and marketing automation allow customers data to be spread out in different departments. If hyper-personalization is to be adopted, all these data will have to be centralized.
Besides, if an organization manages to centralize customer data, they will still have the issue of using the data effectively to achieve a hyper-personalized advert. Hyper-personalization will require them to have skills that will enable them to critically analyze customer’s behavioral and contextual data. This brings in the need of training marketers on data analytics, interpreting behavioral signals and when to apply them to achieve effectiveness.
Currently, hyper-personalization has not been embraced by many marketers. Despite its benefits, markets still think that they adopting it may seem a rushed action since they are yet to even exhaust the benefits of personalization. In a workshop carried out on hyper-personalization, it was discovered that many companies in the Philippines are still operating as they were years ago and have not yet digitalized their businesses.
The only solution to the hyper-personalization issue is for marketers to pioneer digital transformation in their companies so that the required systems for running hyper-personalization are established. Besides that, more training should be carried out to bridge the analytics skill gap so that they can harness customers data.