Potato, Potaato – Personalisation, Hyper-Personalisation. How much, and when?

Personalisation is a part of everyday engagement with brands

Personalised engagement with brands continues to grow and in many instances is table stakes:

Live chat & chatbots/ websites / emails / mobile apps / instore interaction/ call centres / social media / AR / click and collect …

All capturing consumer data across all points of contact is where AI is playing an increasingly more involved role in automating Personalisation at scale to deliver to consumers relevant and bespoke communications in real time IE Hyper-Personalised messaging.

How much personalisation does a brand need?  

Personalisation takes captured historical customer data and information such as demographics, purchase history and preferences to send marketing communications:

Dear Customer

Thanks for your recent purchase.  For a further 10% off our hiking wear click here …

Hyper-Personalisation goes beyond leveraging highly specific and customised recommendations or content to each individual based on real-time data analysis and granular user data such as location, time of day/weather, products browsed, page views.

Dear Mike

Seen the forecast for this weekend?  Perfect for putting on those awesome Salomon’s you just bought and getting out there for a hike! We have 25% off camel packs right now… don’t hike thirsty!

As illustrated here from a McKinsey survey (1) consumers expect brands to demonstrate they know them on a personal level:

image 1

According to Oracle research, emotionally engaged, loyal customers not only spend twice as much as those who are not engaged, but 80% of them will recommend the brand to friends and family. (2)

MiQ-Sapio global consumer survey found that companies that excel at Personalisation have the potential to generate 40% more revenue from those activities than average players (3).

Delivering hyper-personalisation at scale through media is a layered process:

  1. Data collation throughout the customer journey and identifying valuable targets is one layer
  2. Implementing targeting to the right person with the right content at the right time is another layer (media targeting and decisioning)
  3. Ensuring the connections across all data feeds across all channels employed and treating them as a whole to build out in-depth, valuable customer profiles, is another layer.

Digital media tools form part of the suite to help brands build up a holistic customer view.  By employing identified customer data sets and matching to similar people on a larger scale, media decisioning pathways aid in journeying potential customers from awareness to consideration, conversion to retention and advocacy. 

As with hyper-Personalisation, media decisioning requires a customer-first focus, not product, continually connecting data and insights to influence media channel optimization for relevant message delivery.

Hyper-Personalisation where it counts, not as standard

Well-executed hyper-Personalisation can deliver 8x the ROI on marketing spend and lift sales by 10% or more (4)

Knowing when and where current and potential customers are to deliver bespoke content and recommendations is fundamental to driving repeat engagement, building loyalty, enabling ongoing data collection and insights, building stronger customer connection and LTV. 

While Hyper-Personalisation represents a great advance in our ability to target and message to individuals, there is an invisible equation of “benefit to the individual” x “amount of data one is happy for a brand to use”. The key is to effective Hyper-Personalisation is to use it where it counts in the consumer journey. To help an individual overcome a problem by fulfilling an understood need.

No one should hike thirsty!

author avatar
Saffron Carter