Customers are more likely to be loyal when they feel valued, understood and appreciated. In the digital age, personalisation brings the elation you feel when the barista remembers your name and coffee order into the online space. Drawing on the power of data and analytics, personalisation lets you gather insights about each user’s preferences and create experiences that drive higher engagement, deeper loyalty and increased conversions.
Generic ads don’t hold onto the customer’s attention the way they used to. If your ads aren’t converting, your targeting may not be specific enough. Hyper personalisation marketing lets you go beyond standard segmentation, harnessing the power of artificial intelligence, machine learning and real-time data.
With this kind of hyper-personalised marketing, you can create ads that resonate with users more deeply and reach new potential customers. But what does that look like in practice? If you need an introduction to the concept, here is the Anchor Digital guide to hyper-personalisation marketing.
What Is Hyper-Personalisation Marketing?
In strategies like pay-per-click (PPC) advertising, hyper-personalisation marketing is an approach that goes beyond the basics like name and purchasing history. It uses AI, real-time data, machine learning and personalisation engines to create unique user experiences that reflect the tastes and preferences of each customer.
Examples include Netflix, which incorporates an “implicit signal” into the algorithm that considers how users interact with shows and movies rather than just what they watch. Using predictive analytics and collaborative filtering, Amazon provides a famously integrated shopping experience. While a traditional approach to personalisation may involve adding a customer’s name to an email, hyper-personalisation marketing will draw on the same customer’s previous purchases and browsing history to influence everything from their preferred colour palette to their usual payment method of choice.
The Role of Data in Hyper-Personalised Marketing
Data plays a crucial role in personalised marketing campaigns by providing insights into the behaviour, preferences and interests of customers. Data helps marketers meet the needs and serve the context of each user, and hyper-personalisation marketing depends on a range of data sources, including:
Behavioural data
This information describes how a user interacts with an app and includes information like clicks and browsing history.
Transactional data
This data is specifically captured from transactions that users undertake, including purchasing history and preferred payment methods.
Contextual data
This data relates to the user’s current situation, like their location, device or the time of day.
Predictive analytics
Predictive analytics is the science of using data to predict future events and trends. In the context of PPC, it allows brands to anticipate future actions by analysing user behaviour.
When Can Hyper-Personalised Marketing Be Used?
Hyper personalisation marketing is most effective for brands that deeply understand their customers and know how to send out the right messages at the right times. Some examples of when hyper-personalised marketing can be most useful include:
PPC ads
With its focus on detailed data and analytics, plus AI and machine learning, the hyper-personalised approach is perfect for elevating your PPC strategy. Examples of hyper-personalised marketing in PPC include dynamic product recommendations, personalised video ads, geo-targeted promotions and pre-filled application forms.
Landing pages
With the right hyper-personalisation data and tools, you can create a custom landing page for web users that reflects their tastes and location.
Chatbots
Through data collection, these AI-powered assistants can learn customers' preferences and provide them with more personalised services.
Recommendation engines
Also called recommenders, recommendation engines use machine learning to recommend new products and services to users. They help customers find things they might not have searched for and help online businesses sell new materials.
Omnichannel customer service
Omnichannel customer service provides assistance to customers over an integrated network of devices and touchpoints. Using customer data well gives customers a seamless experience across different channels like phone calls, web chats, SMS messaging and email.
Pre-populated applications
Personalised pre-filled forms speed up the process of filling out documents and applications.
Product notifications
Updating customers who have previously made purchases with you about new products and services is a useful method of retargeting.
Loyalty programs/re-engagement
When a customer makes a transaction, it leaves behind data, which can then be used to re-engage them for further purchases. In loyalty programs, hyper-personalisation creates highly tailored experiences that help customers feel seen and respected and lead to greater levels of loyalty.
The Benefits of Using Hyper-Personalised Marketing
The biggest advantages of hyper-personalisation marketing include the following:
Better conversion rates
Hyper-personalised marketing that’s more aligned with a user’s tastes and preferences is always going to convert better than the generic approach. For example, personalised calls to action (CTAs) convert over 200% better than generic ones do. Additionally, the use of real-time data allows marketers to make dynamic changes to a campaign or sale, increasing the likelihood of success.
Better click-through rates
The click-through rate (CTR) is a huge factor in any campaign’s success. The hyper-personalised approach shows users ads that they’re likely to connect more deeply, leading to more clicks.
Improved customer loyalty
We’ve already established that customers are more likely to stay loyal to brands they think understand and value them. Hyper-personalised marketing lets you carefully create authentic, personalised experiences for your customers. Unlike the generic, cookie-cutter approach, this makes them feel like people you understand and respect.
Less wasted time and money
Some PPC ads target users very broadly, investing time and money in people who aren’t interested in the offer. The hyper-personalised approach is more effective because it only targets users who are likely to respond to the ads. This makes for a better use of your advertising budget and more time to focus on other areas of the business.
Reach Your Target Audience with Anchor
Anchor Digital has always stayed at the forefront of new digital marketing and technology developments. It’s no surprise that we can assist you with your own hyper-personalisation marketing strategy.
As a full-service creative marketing agency, we use various approaches to meet your brand's needs, all backed by extensive research into your demographics and solid strategy.
With PPC campaigns, you only pay for tangible results, but you need the right approach to make the most of your budget. That’s where Anchor can help. Our PPC management services take charge of your pay-per-click strategy, staying true to your brand voice but freeing you up to focus on running your business. We can provide digital advertising on widely used platforms like Google and Facebook, making the most of your ad budget. We’ll keep you in the loop every step of the way with your campaign and provide fully transparent monthly reports in plain English.
If you need to build your strategy from the ground up, we can help you identify your unique selling proposition (USP) and gather data on your target demographics. Our services range from brand strategy and brand positioning to customer and market research.
To find out more about hyper-personalisation marketing that enhances your PPC strategy, get in touch with Anchor.
