In the 1990’s at the dawn of the internet age, people strived to be anonymous. Chat rooms abounded with usernames filled with secretive names like SweetKitty1974 or HandsomeLuke777. It was a time where companies were excited just to know how many people noticed their ads from the number of clicks to the website.
Compare this to the hyper-personalisation trends today. If a company only knew the number of clicks to their website, it could be the kiss of death for their marketing efforts. Now they need to identify not only their target demographics names, usernames, and content information, but also their behaviors and actions online.
This sheer amount of data available today helps companies hyper-personalize their marketing to their specific audiences.
In fact, if you are not hyper-personalizing your marketing your company will be left behind faster than you can say SweetKitty1974 three times.
Below we discuss how your company can start personalizing their marketing today.
4 Strategies for Hyper-Personalisation
1. Real-time strategies
hyper-personalisation works best in the moment. You cannot put together an email follow up if you do not know exactly what the customer is doing at that moment.
Fortunately, technology today provides the ability to track data in real-time. Marketers can then send individualized messages to respond shortly thereafter.
To create real-time messages consistently, companies need to automate both customer interactions and data management tools. It is just not humanely possible for many companies to answer every question 24/7 from customers.
2. Unified Data Solution
For companies to hyper-personalize their marketing, they also need to unify the different data collection and marketing tools across all channels project planning. This means understanding how visitors go from one social network to an email list to a chat room discussing specific products to your ecommerce sales.
Social media revolutionized our ability to collect data online. As we mentioned earlier, most social sites from the 1990’s focused on anonymity. God forbid you should find out someone’s real name.
However, social media changed that. For the first time on the internet you connected with people you knew. That meant you had to create a profile with your real name on it. Soon after entire bios, interests, and other details gave marketers a complete picture of marketers.
Additionally, you need to integrate the customer experiences across all digital and retail channels. Finally, with customers using mobile devices more often, it blends the line for many customers between their digital and physical experience.
3. Study the customer journey
The vast majority of customers do not make impulse purchases the moment they see your website. Especially as you get to larger purchasing prices, marketers discover clients have a determined, studied method of why they should purchase your product.
Previously, marketers did not have enough information to fully understand how that process worked. It was mostly based on their gut decision.
That is no longer the case today. Numerous tools and software from GPS tracking tools to the Internet of Things to improved data analytics helps us understand the customer journey better than ever.
In fact, the attribution of clients has become big business. That is because being able to attribute sales to a specific step in the process can dramatically improve the quality of the leads and traffic that come to a website. Two different attribution models exist to help understand this journey.
First, attribute analysis looks at standard demographic information like gender, location, profession, marital status, likes, interests, etc.
Again, we look at the social revolution to understand where we get this information. Sites like Twitter and Facebook culled demographic data on the hundreds of millions of users they had. This information is used by the company and marketers to create ads for targeted groups on the social networks.
Second, event sequence analysis maps how a customer goes from the first contact to the purchase. Customers do not go in a straight line to find you, so have a series of events is a road map to money.
You can uncover the best places to find new clients, while also knowing where to communicate with your current base. Use these two models together to determine the best ways to interact with your customers at each step of the process.
4. Improved personalisation tools
Once you track customers, you now need to create personalised content for them.
For example, how can reach prospects with personalized communication while they are on your website. Most companies think about customization on social media and email. A live visitor to your site deserves even more attention, because they are a captive audience on your site.
Therefore, having chats tools to help you talk one on one with your customers can connect directly with your CRM tools. You then have a direct link between your marketing and sales efforts on your website. This extra information can be used by your sales force to persuade prospects to use your services.
Marketing your business online is no longer about getting as many eyeballs as possible to your site and hoping a few stick around to purchase your goods.
Today’s savvy marketer understands that this model is not feasible or desirable. Instead, if you want to make a dent in your marketing efforts you need to personalise your marketing efforts to your target market.
While it might take more work, the rewards can be tremendous.
If you need help with hyper-personalisation for your business, then feel free to reach out to our marketing agency in Melbourne at 1300 360 037 for a free consultation today.