Is Hyper Personalisation the Future For Marketers?

Is Hyper Personalisation the Future For Marketers?
SHARE
THIS



Hyper Personalisation seems to be the tool that marketers have only dreamed of for years: a tool that enables companies to collect mass amounts of individualised information about their customers.

Hyper Personalisation has been defined as the use of data to provide more personalized and targeted products, services, and content.* Marketers would now have the ability to create more meaningful connections with their customers, and drive customer loyalty through a type of customisation that was previously considered impossible.

According to “Business 2 Community”, there are three important areas that companies should be focusing on in order to properly leverage hyper personalisation:

  • Social Listening: actively listening and understanding your customer on social media*
  • Data Analysis: capture profile information, social interactions, hash tags, etc.*
  • Content and context: drive engagement through personalised content and delivery*

In fact, several companies have already started implementing these elements in order to increase sales and drive customer loyalty.

A study conducted on iTunes left Wharton researchers in disbelief after results showed a 50% jump in purchases among the test group that received the manipulation of customised songs and artists based off of their personalised data online.**

Netflix also reported that more than 60 per cent of its rentals come from recommendations that are based off of hyper personalisation data. **

The internet has made mass data collection possible, through tracking customer clicks on advertisements, visits to websites, purchase history, demographic information, and email subscriptions; however this is only the beginning of collecting customised customer information.

Although traditional online tracking tools have allowed companies to segment their customers, and offer more customisation than ever before; these companies still struggle to customise their product, content, and service on an individual level.

Information found on social media has revolutionised the idea of customisation for businesses; therefore making hyper-personalisation possible. Customers publicise their likes and dislikes across social media, and companies have the ability to join in on the conversation with their customers.

Hyper personalisation integrates social media information with other consumer data to better understand and communicate with customers on a personalised level.

*Business to community, 2014

**Wired, 2014

 

Latest News

The Best Time Of The Day To Check Your Emails
  • Opinion

The Best Time Of The Day To Check Your Emails

Bombarded by too many emails? Are the the little buggers taking up more of your time than they effectively should? Well, let Inventium founder and B&T regular Dr Amantha Imber (pictured below) pass on her sage words on tackling your electronic mail avalanche… I have a confession to make. I love checking email. I love how productive I feel smashing through […]

Opinion

by B&T Magazine

B&T Magazine
Culture As A Competitive Advantage
  • Opinion

Culture As A Competitive Advantage

Emma Bannister (pictured below) is founder and CEO of Presentation Studio, APAC’s largest presentation communication agency and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest B&T post, Bannister says a good office culture brings a myriad of advantages you probably have not even […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]

Edge Adds BASF Seeds To Client Stable
  • Advertising
  • Media

Edge Adds BASF Seeds To Client Stable

Independent agency Edge has announced its Melbourne office has been appointed to deliver integrated services for agricultural brand BASF Seeds, following a competitive pitch. Edge’s remit spans strategy, creative, advertising, digital and media for BASF Seeds, its InVigor products and its MySeed platform. Dan King, managing director of Edge Melbourne, said the agency was delighted […]

Cropped shot of two men working together with laptop and notepad in a minimalistic workplace enviroment with desklamp and plant
  • Media

Applications Open For 2018 Copy School

Applications have opened for the 2018 Copy School in Sydney, sponsored by NewsMediaWorks, with another world-class line-up of guest creative tutors. Copy School is designed to encourage the best quality copywriting across all channels and engages some of Australia’s leading advertising creative directors and copywriters, as well as news media executives, to pass on their […]