B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • AI
  • WPP
  • Anthony Albanese
  • NRL
  • EssenceMediaCom
  • Thinkerbell
  • Channel 10
  • News Corp
  • Spotlight on Sponsors
  • State of Origin
  • Cairns Hatchlings
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Keep Your Eyes Peeled For This Marketing Tech Trend Next Year
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > Keep Your Eyes Peeled For This Marketing Tech Trend Next Year
Media

Keep Your Eyes Peeled For This Marketing Tech Trend Next Year

alo
Published on: 18th November 2015 at 8:16 AM
alo
Share
3 Min Read
SHARE

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.”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Asia-Pacific Incentives and Meetings Expo, Cabot’s, customer acquisition, guy kawasaki, Pernod Ricard
Share

Latest News

WARC Downgrades Global Ad Spend Forecast Amid “Trade Tensions” & Uncertain Tech Market
13/06/2025
Marketers Call For Measurement ‘Parity’ In Video, But One Buyer Warns ‘Be Careful What You Wish For’
13/06/2025
Meta Cracks Down On Nudify Apps & Sues Hong Kong Developer Behind CrushAI
13/06/2025
Pepsi Fires Shot At ‘Share A Coke’ Campaign
13/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?