Do you appreciate a personalized experience? are not ? product and service information for each user.
Close your eyes and think about the last time you had a personalized experience and how it made you feel. Maybe it's a personalized workout prepping you at the gym or the comfort of your car automatically adjusting the seat to your specifications as you slide in for a spin or staff. The bartender starts preparing your special drink as you walk in the door.
Personalized experiences establish goodwill, increase loyalty and bring a smile to your face.
So as we planned our study schedule at Ascend2 , we know that personalization is a topic we need to cover. But it's not just basic personalization, like putting a prospect's name in an email, it's the next step in personalization: hyper-personalization.
What is hyper-personalization?
Hyper-personalization leverages artificial intelligence (AI) and real-time data to deliver more relevant content, products, and service information to each user. This approach takes personalized marketing a step further.
But what will hyper-personalization strategies look like next year?
The answer to this question is found in the new Ascend2 research report, Super personalization strategy . The survey was conducted on the week of November 26, 2018, and a total of 143 marketing professionals participated.
Here are some survey results and some ideas on how you can use the findings to plan your marketing strategy.
1. Beat your competition: Be a super personalized early adopter
Only 9% of marketing professionals surveyed said they have completed developing a hyper-personalization strategy. These are the early adopters. The majority, 62%, are either just talking about it or haven't done anything about hyper-personalization. So if you start now, creating and implementing a hyper-personalized strategy, you'll be one step ahead of your competition. Remember, “if you're not the front dog, the opinion will never change.” Be the leader and create a hyper-personalized strategy for your company.
2. Super Personalization First – Making a Difference in What Matters Most
Improve customer experience and applying data insights to decision making is a top priority for 60% and 51% of marketing professionals, respectively. Any time you can improve the customer experience, you'll reap the benefits. The more data you have about your audience, your ability to understand and learn from it, and the skill to apply what you learn to customize experiences, the more you will improve your marketing performance.
Keep your top priorities in mind as you create your hyper-personalized plan, and refer back to them as you evaluate your strategy. Ask the question: Will my strategy meet my top priorities? Be careful not to implement a "cool" technology if it doesn't help you meet your top priorities.
3. The most effective apps for your hyper-personalization strategy (When you need a place to start)
Tactically, the AI-powered apps most effectively used in hyperpersonalization strategies are predictive analytics, user experience (UX), and content creation/management apps . If you need a place to start, consider what works best based on the research below and determine what works best for you. If content marketing is the primary marketing tool for your company, check out AI-powered apps that can be used in a hyper-personalization strategy. There are some great CMS tools that use AI to achieve incredible content personalization.
Good news – Super personalization works!
A total of 86% of marketing professionals consider the effectiveness of a hyper-personalization strategy to be changing for the better, with almost a third (31%) considering the change significant. So your investment in AI-powered hyperpersonalization will make a positive change – just getting started!
You can watch the whole thing again Hyper-personalization strategy survey summary report for instructions on creating your email and content marketing strategy.