{"id":13413,"date":"2019-09-19T09:20:48","date_gmt":"2019-09-19T13:20:48","guid":{"rendered":"https:\/\/www.sanctuarymg.com\/academy\/?p=13413"},"modified":"2023-07-26T15:22:31","modified_gmt":"2023-07-26T19:22:31","slug":"hyper-personalization","status":"publish","type":"post","link":"https:\/\/www.sanctuarymg.com\/academy\/content\/hyper-personalization\/","title":{"rendered":"Hyper-personalization. It\u2019s What the Next Era of Digital Marketing is Made of."},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Despite the growing percentages of consumers who are concerned about their data privacy (86% according to Smart Insights), 72% of consumers say they will now only engage with <a href=\"https:\/\/www.sanctuarymg.com\/digital-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">digital marketing<\/a> messages that are personalized and tailored to their interests. When you pair that statistic with one found in this recent <a href=\"https:\/\/blog.hubspot.com\/marketing\/personalized-calls-to-action-convert-better-data#sm.000awoxgniktcoi11jl2et1nit4os\" target=\"_blank\" rel=\"noopener noreferrer\">HubSpot report<\/a>: \u201cPersonalized calls to action perform 202% better than basic CTAs\u201d, it would be foolish to ignore the importance of personalization. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Hyper-personalization vs. personalization. What\u2019s the difference?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">By 2020, customer experience will overtake price and product as the key brand differentiator, according to Frost &amp; Sullivan. Consumers don\u2019t just want personalization, they expect personalization, and they are no longer just connected \u2014 they are hyperconnected.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Personalization<\/strong> tailors communication based on basic information like customer\u2019s name, location or purchase history. For example, using your customer\u2019s name in marketing campaigns would qualify as personalization, but that alone will no longer cut it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Hyper-personalization<\/strong> dives deeper into real-time data like browsing behavior, device usage, interests and more to communicate custom messages and offers unique to the individual.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2019\/09\/Screen-Shot-2019-09-19-at-10.00.19-AM.png\" alt=\"Hyper-personalization uses advanced real-time data.\" title=\"Hyper-personalization vs. Segmentation\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Image: <a href=\"https:\/\/www.capgemini.com\/consulting-fr\/wp-content\/uploads\/sites\/31\/2017\/08\/hyperpersonnalisation_vs_segmentation_english_05-01-2017.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Capgemini<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">You\u2019re a hyper-personalization believer, now what?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">For marketing messages to be hyper-personalized, they need to be built to happen in real-time. Your marketing message should change depending where consumers open the message, what\u2019s happening around them (like weather, for example), their stage in your product lifecycle, etc. This could produce hundreds (if not thousands) of marketing messages across your customer base.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Start by keeping it simple.<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li><b>Know your customers.<\/b> Identify the variables in your customer demographics and behaviors that matter most to you.<\/li><li><b>Collect customer data.<\/b> Your campaigns are only as good as the data coming in. Tie your data to the variables that matter most in your customer personas. But remember, consumers demand transparency in data collection.&nbsp;<\/li><li><b>Customize your offers.<\/b> According to Marketo, nearly 79% of consumers will likely only engage with a brand\u2019s offer if it is directly tied to their previous interactions with the brand. <\/li><li><b>Create personalized messaging.<\/b> Consider variable CTA\u2019s if they are a new vs. returning customer, content that changes based on where and when an email is opened, etc.<\/li><li><b>Use carefully crafted timing and automation.<\/b> You can\u2019t do this alone. Work with a team or platform to automate your marketing messages.&nbsp;<\/li><li><b>TEST, TEST, TEST.<\/b><\/li><\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">We\u2019ll help you take your next steps in hyper-personalization.<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">You\u2019re not in it alone. Take the next step in your personalization journey and talk to us about your digital marketing goals. <a href=\"https:\/\/www.sanctuarymg.com\/contact-us\/\">Talk to a strategist today! <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Despite the growing percentages of consumers who are concerned about their data privacy (86% according to Smart Insights), 72% of consumers say they will now only engage with digital marketing messages that are personalized and tailored to their interests. When you pair that statistic with one found in this recent HubSpot report: \u201cPersonalized calls to [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":13415,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[277,286],"tags":[],"type-category":[288],"class_list":["post-13413","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content","category-strategy","type-category-articles"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why Hyper-Personalization Improves Digital Marketing Results<\/title>\n<meta name=\"description\" content=\"For marketing messages to be hyper-personalized, they need to be built to happen in real-time. Take the next step toward hyper-personalization.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sanctuarymg.com\/academy\/content\/hyper-personalization\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Hyper-Personalization Improves Digital Marketing Results\" \/>\n<meta property=\"og:description\" content=\"For marketing messages to be hyper-personalized, they need to be built to happen in real-time. Take the next step toward hyper-personalization.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.sanctuarymg.com\/academy\/content\/hyper-personalization\/\" \/>\n<meta property=\"og:site_name\" content=\"The Academy\" \/>\n<meta property=\"article:published_time\" content=\"2019-09-19T13:20:48+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-07-26T19:22:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2019\/09\/shutterstock_736074967-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1707\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Lauren Zils\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/content\\\/hyper-personalization\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/content\\\/hyper-personalization\\\/\"},\"author\":{\"name\":\"Lauren Zils\",\"@id\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/#\\\/schema\\\/person\\\/410e133f35df32ade229163aad084249\"},\"headline\":\"Hyper-personalization. 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