In this context, it is crucial for us marketers to understand how to make the most of new technologies and explore the possibilities of personalizing the Customer Experience , or rather its latest iteration: hyper -personalization .
What is hyper-personalization?
Hyper-personalization: what is it?
To understand in concrete terms what hyper-personalization consists of, consider these three france phone number library calls to action , referring to the same digital product:
Enhance your graphic design with customizable templates in our new software!
[User], you might be interested in our new graphic design software: lightweight, intuitive and customizable!
Welcome back [User], did you forget something after purchasing our 3D Design tool? Complete your arsenal with our new software dedicated to graphic design and unleash your imagination with the new customizable templates!
Which of the three would you click on, on this hypothetical site where you have evidently already made purchases? Exactly: the third one . And why the third one?
As the name suggests, hyper-personalization is the creation of personalized and targeted experiences based on the individual customer , through the analysis and re-elaboration of user behavioral data – the so-called intent data – cross-referenced with historical data and information obtained in real time .
Thanks to hyper-personalization techniques and cutting-edge Marketing Automation tools, based on data and enhanced by Artificial Intelligence, companies can personalize the user experience on websites and e-commerce sites and implement inbound marketing campaigns tailored not only to a segment of the public, but to each customer .
How do we get to this paradigm shift , especially in the world of B2B marketing , and what are the possible obstacles that we may find in the coming months on our path in an increasingly cookieless Web? Let's find out together.
From segmentation to hyper-personalization
Segmentation is one of the pillars of marketing: behind any strategy is the need to classify customers and prospects into homogeneous groups , based on pre-established common attributes and criteria, to better understand and predict their behaviour.
In an increasingly competitive world , which increasingly makes use of Big Data and Artificial Intelligence, traditional segmentation techniques such as the construction of buyer personas are no longer enough : customers themselves support this.
According to data released by the MessageGears platform at the beginning of 2023, 88 % of consumers prefer personalized marketing messages and 83 % say they are inclined to complete the purchase of products or services promoted in this way, compared to a market in which one company in two does not implement personalized marketing strategies .
Traditional marketing automation tools assume a pre-established funnel , which uses the division of the audience into market segments and personalizes the messages to be sent or the automations to be activated with basic data such as name, gender or geographical location.
