Hyper-personalized marketing
A guide to better customer experiences
Businesses and brands that don’t deliver value risk becoming obsolete.
Our world moves at an accelerated pace, and the number of channels has multiplied. Consumers are constantly bombarded by messaging and data. Getting their attention is difficult. Earning and retaining their loyalty is an even greater challenge, which makes attracting, retaining and growing customers while delivering a powerful Return on Investment (ROI) the greatest challenge of all.
When marketers search for effective assessments of various media of delivery, they often fall short, delivering media statistics rather than useful business ROI metrics. Over time, more channels, more media and confusion over what to use where and when leads to the creation of media silos and data that is isolated by channel.
It’s time for marketers to harness and unleash data across multiple integrated Omni-channels in meaningful ways to create hyper-personalized messaging and communications that customers demand and that deliver measurable results.
Supplier’s messages to marketers are delivered in silos
BLAST SMS
Now, it’s all about Smartphones
WEB
Is the way to do business today
PRINT LONG RUNS
It is cheaper, and you can reach more prospects
BLAST EMAILS
The affordable and cost-effective method to hit a large audience
What is Hyper-personalized Marketing?
Hyper-personalized Marketing is a more personal approach to customer relationship building that narrows broad communications down to individualized interactions.
It’s also today’s “new normal,” thanks to advances in technology that result in the ability to tailor experiences for customers based on a variety of information and data, such as demographics, location, affinities, interests and past behaviours, all of which can be used to isolate and customize experiences in as much detail as desired, across as many channels as desired.
Hyper-personalization in an integrated cross-media environment
Hyper-Personalization is an integrated approach that delivers relevant, effective communications using the right channel at the right time. It is a holistic form of customer communication that is customer-centric as opposed to product-centric.
Product-centric marketing is when a company differentiates products from competing ones, whereas a Hyper-personalized Marketing approach is about a unique offering to each customer, placing the potential or existing client as the central point.
In a cross-media environment, Hyper-personalized Marketing effectively cultivates customer relationships by connecting with customers through channels and ways they perceive as valuable. It integrates digital and social media with traditional media (like print) to create successful customer conversations and strengthens existing relationships as well as new ones. Hyper-personalized Marketing communications are ideal for relevant offers to attract customers and gather customer data.
Multiple channels are normally used to deliver and support such Hyper-personalized Marketing strategies.
Companies should avoid strategies developed for a unique channel and instead should ensure that strategy prevails over the choice of channels. It is also preferable to have a strategy that favours a continuous experience rather than a one-time WOW!
Delivering Hyper-personalized Marketing through multiple channels
Initial Database
STEP 1
Direct Mail
STEP 2
Personalized URL
STEP 3
Email or Direct Mail
STEP 4
Refined/Relevant Data
Initial Database
STEP 1
Direct Mail
STEP 2
Personalized URL
STEP 3
Email or Direct Mail
STEP 4
Refined/Relevant Data
1. Grab Attention
Outbound, eye-catching, direct mail – grabs attention, provides the right tone and drives recipients to respond via the web
2. Catch Them
Personalized microsites for “catching” the responding recipients – validate data, collect data and conduct business exchange
3. Relevant Targeting
Follow-up wave of outbound communications (direct mail and/or email) based on analytics of the refined data. Do up-selling and cross-selling
4. More Relevant Targeting
Follow up on their talks, their trends and their buzz, or simply communicate information using social networks and/or smartphones.
Personalization reduces acquisition costs by as much as 50%, lifts revenues by 5-15%, and increases the efficiency of marketing spend by 10-30%, in addition to creating more positive experiences.
SOURCE: McKinsey & Company
Many channels. One conversation.
Using an integrated cross-media software such as XMPie to deploy a Hyper-personalized Marketing Campaign improves data collection and accuracy, allowing the creation of a customer behaviour profile, which in turn will help refine the effectiveness of communication between the company and its clients.
The centralized approach of XMPie with a single server solution seamlessly connects with the customer database and generates print, email, personalized web pages and mobile communications. It also allows important information gathered from personalized web pages to be returned to the customer database for immediate use. Best of all, because you are working with only one system, you can easily track and analyze every customer interaction in a campaign across all channels.
