Hyper-Personalization: The 6.0 Marketing Technique

Learn Hyper-Personalization to Understand Your Customers

The significant role of technology today brings about the importance of "Data," especially in marketing. This is because accessing specific customer needs and creating positive experiences have become crucial strategies that help brands gain a competitive advantage. This is the origin of the concept of "Hyper-Personalization," which is becoming a strong trend in this Marketing 6.0 era.

What is Hyper-Personalization?

Hyper-personalization is taking the concept of personalized marketing to the next level by subtly adapting marketing approaches to suit individual consumers. It's not just about offering products or services that meet customer needs, but also about creating experiences that make customers feel they're receiving special attention. This strategy relies on analyzing in-depth data about customer behaviors and interests to present the most appropriate content, products, or services for each individual customer at the right time and through their preferred channels.

Using Technology in Hyper-Personalization

To successfully implement hyper-personalization, it's necessary to utilize several modern technologies in combination, such as:

AI and Machine Learning

AI and Machine Learning are crucial tools for analyzing vast amounts of data to find patterns and predict customer behaviors. They help brands offer products and services tailored to each customer accurately and quickly.

Big Data

Big Data allows organizations to efficiently collect and manage data from various sources, including transaction data, social media data, and data from website or application usage.

Internet of Things (IoT)

IoT enables you to collect data from various internet-connected devices to gain a deeper understanding of customer behaviors and needs.

What are the benefits of Hyper-Personalization?

Increase Customer Satisfaction and Retention

When customers receive experiences that match their needs, they feel impressed and are more likely to return for repeat business, as well as recommend the service to people close to them.

Increase Sales Opportunities

Presenting appropriate products or services at the right time helps increase click-through rates and purchases.

Create Competitive Differentiation

In an era where consumers have many choices and brands are marketing similarly, creating unique experiences helps you stand out from competitors and become the top choice in customers' minds.

Improve Marketing Efficiency

Implementing hyper-personalization helps reduce budget waste on marketing that doesn't reach the target audience, while effectively increasing the ROI of marketing campaigns.

How to Implement Hyper-Personalization

Collect Customer Data from Various Sources

Gather data from all customer touchpoints, both online and offline, such as websites, applications, social media, in-store transactions, etc.

Create Customer Profiles Using Basic Data

Use the collected data, including age, gender, address, or purchase history, to create profiles for each customer.

Use AI and Machine Learning to Analyze Data and Predict Customer Behavior

Apply AI and Machine Learning to analyze all the data and profiles to find patterns and predict future purchasing behavior of customers.

Test Offers and Content Derived from the Analysis

Design marketing campaigns customized according to the analysis results, then test them with target customer groups. Regularly monitor the results to improve future campaign creation.

Examples of Hyper-Personalization in Business

Email Marketing

Hyper-personalization in Email Marketing isn't just about including the customer's name in the email subject. It also involves customizing content and offers for each customer, such as:

• Sending emails recommending products related to what the customer has previously purchased or searched for on the website.
• Adjusting email send times based on each customer's email opening behavior.
• Creating content relevant to the customer's interests, such as health care articles for customers interested in health products.
• Customizing offers and discounts based on the customer's purchase history and spending value.
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Mobile App Marketing

Mobile applications are another important channel for reaching customers. Implementing hyper-personalization in apps can effectively increase user engagement and conversion rates. This can be done by:

• Sending notifications about special promotions when customers are near the brand's stores or branches.
• Customizing the app's homepage to display products or services that match each user's interests.
• Sending special offers during times when customers typically use the app.
• Recommending new content or features of the app based on each user's usage behavior.

E-commerce

E-commerce businesses can fully leverage hyper-personalization to increase sales and create impressive shopping experiences, such as:

• Displaying recommended products on the website based on the customer's browsing and purchase history.
• Customizing landing pages to show promotions or product categories that match the visitor's interests.
• Recommending related products on product detail pages or in the shopping cart, referencing purchasing behavior of other customers with similar characteristics.
• Sending email notifications when products the customer has viewed are back in stock or on sale.
• Customizing text and images in advertising banners to suit different target groups.

Hyper-personalization is a modern and highly effective marketing approach that focuses on presenting content and offers tailored to the needs of individual customers. By utilizing technologies such as AI, Machine Learning, and Big Data, it enables more targeted marketing. This makes customers feel cared for and provides a positive experience when using a brand's services or products. The use of hyper-personalization is thus another Marketing 6.0 technique that allows businesses to build good relationships with customers and create sustainable long-term success.