Hyper-personalisation has been defined as the use of data to provide more personalised 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% 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.
To put this in South African context we're seeing more and more brands adopt this strategy. From Hyundai's latest website to Kellogg's spoons.
The most notable 'hyper-personalised' campaign to date has come from Coca-Cola. The brand took special vending machines on tour so that consumers could personalise their very own Coca-Cola cans.*
TLC Marketing has over 20 years of experience in delivering successful campaigns ranging from loyalty platforms to added value consumer incentives by using intelligence from 17 international offices as part of the TLC Marketing Worldwide Group.
For more information, please visit www.tlcmarketing.com
Media Contact: Supriya Singh on 011 676 7732 or moc.gnitekramclt@hgnis.ayirpuS
* https://shareacoke.co.za/
* Business to community, 2014
** Wired, 2014
