Hyper-personalisation marketing is going to be the next hot thing, predicts Umporn Tantipech from marketing tech company Teradata. Here he explains why marketers need to keep their eyes open for it.
The more opportunities marketers have to connect with consumers, the more they seem to be ignoring marketing messages. This means it is important that messaging is highly-personalised, highly-targeted, and well-timed. In 2016, marketers can expect to see more emphasis on hyper-personalisation to combat the background marketing noise, and, in certain circumstances, it will need to be done in real-time.
Unlike messaging that is designed for large numbers of people, hyper-personalisation sees marketing messages tailored to each individual, according to data insights.
Umporn Tantipech, principal consultant, Teradata Marketing Applications, said, “Not many companies are doing hyper-personalisation well, or at all. It’s likely that it will become far more prevalent in 2016, as companies become increasingly aware of its value to drive higher net promoter scores and campaign return on investment in today’s competitive climate.
“To achieve hyper-personalisation successfully, companies will need to automate customer interaction management, and big data analytics capabilities. They need to bridge the channel silos, and unify data from all transactions and interaction history to gain a better view of the individual. Once they establish a unified data ecosystem, with a particular focus on mobile devices, real-time, hyper-personalised marketing will be a step closer.”
Teradata Marketing Applications has identified two critical factors that will facilitate the shift towards hyper-personalisation in 2016:
1. Merging big data with offline insights
Understanding what individuals are doing in the physical world as well as online is key to hyper-personalising messages for them.
Tantipech said, “Merging online big data with offline insights lets organisations identify individuals’ activities across earned channels (such as social media), owned channels (including an organisation’s website), and in the paid media. To do this successfully, organisations must process very large and diverse datasets to gain detailed insights specific to each person, and initiate at-scale, bespoke prompts at the most opportune moment.”
2. Mobile integration
Mobile integration is vital for all marketing efforts and is likely to become even more so in 2016. Mobile devices are now the number one point of online interaction for many people today, yielding a goldmine of valuable data. By integrating mobility into marketing platforms, companies can create and deliver highly-personalised messages that take the customer’s actual locality into consideration.
Tantipech said, “Marketers that unify data from mobile device activity to the greater data ecosystem can create far more personalised messages, and deliver them to mobile devices at the right moment.”