Delivering On The Personalisation Promise: From Hype To Hyper-Personalisation

Delivering On The Personalisation Promise:  From Hype To Hyper-Personalisation
SHARE
THIS



Michael Di Natale [pictured] is the managing director at VERSA. In this piece, he discusses the power and benefits of hyper-personalisation and shares advice on how to capitalise on this new technology wave.

Customers now expect personalisation as standard practice. Amazon research shows six out of ten expect their experience with your brand to be specific to their needs at any specific moment in time.

The burden to deliver has often rested in the hands of marketers, asked to navigate the world of machine learning and AI, understandably with very mixed results at best.

Technology and processes up until now were just not mature enough, and as a result the promises made by the industry were almost never fulfilled…until now, that is. Technology has finally caught up to the expectation and made not just personalisation, but hyper-personalisation, at scale a reality.

What we mean by hyper-personalisation is the ability to leverage conversational artificial intelligence (CAI) and real-time user input to deliver relevant contextual content and information, specific to each individual user.

From lip service to the real deal

Clients have been screaming out for personalisation for decades, but most have been given nothing but lip service for their investment. Platform and software providers (even agencies themselves) have taken advantage of the extremely grey area surrounding the concept of ‘personalisation’ to the detriment of clients.

Where it was possible, it has been an inflated investment – beyond budget limits of the vast majority. And while providers talk about it happening ‘out-of-the-box’, as good as that sounds, it’s unfortunately not that straightforward. An out-of-the-box personalisation solution? Is that an oxymoron, or just ironic?

Yes, it’s been possible to build a personalised experience based on behaviour with enterprise-level systems, but it’s a very complex and expensive undertaking that needs deep pockets, not to mention the significant long term investment of dedicated teams required to build out and maintain personas, flows, journeys and associated ongoing activity.

Democratising personalisation – accessible and affordable

It’s all good and well for me to be writing about this, but my company has recently put our money where our mouth is. We’ve delivered on providing the true personalisation that clients have been waiting for by building an AI, bot-activated, navigation-less website where every experience and journey is unique for every visitor. We’ve eliminated traditional navigation menus and tabs, instead dynamically serving content based on what a visitor asks for – in their own words, using voice or text.

Finally, technology has democratised personalisation. It’s no longer only affordable to the top end of town, leveling the playing field, which is a big win for all, especially end users. For the first time, we are talking about delivering hyper-personalised, dialogue-driven experiences at scale, and available to everyone.

It’s not who you know, it’s what they want

Traditionally, personalisation and even hyper-personalisation, was only possible when an organisation already knew who the visitor was – and the visitor usually had to log in, not something many users want to do as they browse a website.

Now, personalisation is possible whether you know who that visitor is or not. Our bot-activated, navigation-less website provides personalisation to every website visitor from the get-go, regardless of who they are, or where they’ve come from. Visitors are not required to log in or share any personal data to have a personalised experience. We don’t really mind who they are, we just want to share content that the user will find most relevant at any specific moment.

Conversational data expedites continuous improvement

Whilst hyper-personalisation will drive unprecedented gains for the customer, we’ve also seen significant benefits in a very short space of time in terms of the data collected and the speed of translating data into action, with real purpose.

Evaluating success using traditional website metrics such as page views and time spent on site is fraught with challenges. Is time spent a true indicator of high engagement or frustration at not being able to find what you want quickly and easily? We no longer have this ambiguity to worry about.

1 in 4 users now give specific data related to “what they want” by entering their specific intent. The knock-on effect is that the time spent to take action from the data has reduced exponentially.

Two-way conversations create bespoke user journeys

By integrating chatbot and CMS technology, navigation-less websites are both contextual and personal by design. It’s not a one-way search – it’s a two-way conversation. The visitor has a conversation with the website to get the information they’re most interested in, only being served content that makes sense. This avoids what Accenture called the ‘burden of choice’ in its Personalisation Pulse Check report that found that 40 per cent of users have left a website because they were overwhelmed by too much choice.

Being hyper-personal doesn’t mean giving visitors endless choice. A navigation-less website shouldn’t lay out a smorgasbord of options and ask visitors to find what they want in an all you can eat content buffet. Who’s hungry all of a sudden? That’s not personalisation. That’s confusing. It’s important to create a bespoke story by asking visitors what they want, present it to them and enhance it with relevant recommendations and suggestions.

In a post-cookie world and new privacy landscape, this is a game-changer. Very important in a world where consumer expectations for a personalised experience have rapidly outpaced the ability to deliver it. The ability to deliver hyper-personalisation at scale has been a long time coming, but it’s here now and time for all to take full advantage. It may be the end of the wait, but it is just the beginning of the endless possibilities that await.

Please login with linkedin to comment

Personalisation

Latest News

QMS’ Jemma Enright Talks The Company’s Plans For The City Of Sydney’s $300M Outdoor
  • Media

QMS’ Jemma Enright Talks The Company’s Plans For The City Of Sydney’s $300M Outdoor

Back in June 2020, QMS pulled off a major coup, snaring the City of Sydney’s outdoor assets away from rival JCDeceaux in a 10 year deal reported to be worth $300 million. COVID has made the changeover and erection of new street furniture challenging, but here B&T chats with Jemma Enright who joined the business […]

by B&T Magazine

B&T Magazine
Two M&C Saatchi Creatives Talk Making Art To Stay Fresh
  • Opinion

Two M&C Saatchi Creatives Talk Making Art To Stay Fresh

M&C Saatchi creatives Sam Rowlands and Jason Leigh talk about their personal creative pursuits, and how it informs their advertising. Then they decided that, as they hadn’t seen each other in a long time, they’d prefer to interview each other… Sam Rowlands — art director/painter/sculptor/fashion designer (as interviewed by Jason Leigh) Sam forgot about our […]

Opinion

by B&T Magazine

B&T Magazine
Michael Speakman Joins Esports Organisation ORDER As Head Of Commercial
  • Marketing
  • Technology

Michael Speakman Joins Esports Organisation ORDER As Head Of Commercial

Esports organisation ORDER has announced the appointment of  Michael Speakman as its new Head of Commercial. As part of ORDER’s expansion, Speakman will help navigate new commercial opportunities by offering a creative space for brands to connect, level up and deliver partnerships across the gaming ecosystem. ORDER continues to sustain its rapid expansion by appointing a […]

Hivestack Expands US Footprint With Clear Channel Outdoor Partnership
  • Media

Hivestack Expands US Footprint With Clear Channel Outdoor Partnership

Hivestack, the leading global programmatic digital out of home (DOOH) ad tech company today announced a partnership with Clear Channel Outdoor Americas (CCOA), the US based business of Clear Channel Outdoor Holdings: one of the world’s largest outdoor advertising companies. Through this new partnership, CCOA will offer advertisers a way to buy DOOH inventory programmatically […]

Samsung Announces Finalists For UNDSCVRD Tiktok Docu-Series
  • Campaigns
  • Technology

Samsung Announces Finalists For UNDSCVRD Tiktok Docu-Series

Samsung Electronics Australia has this week announced the lineup of five budding recording artists for its UNDSCVRD competition, a TikTok docu-style reality series aimed to bring the spotlight to the rising music talent in the country. The series, presented by Samsung Galaxy, brings together five musical talents from across the country who were hand-picked by […]

Indie Agency Kaimera Expands With New Hires
  • Marketing

Indie Agency Kaimera Expands With New Hires

Independent media agency Kaimera has recruited five new team members to manage its continued growth, following several new client wins including Britbox, Campos and Under Armour. Daniel Miller (pictured above) has joined from News Connect, where he was an associate programmatic trader, in the newly created role of platforms manager. In the role, he will […]