Did you know that 70% of the customer journey now takes place online? Online marketing is therefore an important way to get in touch with your target audience. From emails to social media, companies continuously send information to customers. Among all this advertising, how do you stand out to your target audience? Anyone can put a name above an email, but people expect more from companies these days. That’s where hyper-personalization comes into play. In this blog we explain why hyper-personalization is important in marketing automation.
What is the difference between personalization and hyper-personalization?
With personalization, you offer relevant content for your target audience. Here you mainly use basic information such as age, gender and location. With hyper-personalization, you go one step further. The content is personalized throughout the entire customer journey, so that the content matches someone’s preferences at all touchpoints. You start from basic information and combine it with your collected data.
Hyper-personalization takes into account the consumers’ different needs and preferences. It does this by creating customized and targeted experiences using data, AI and marketing automation. For businesses, hyper-personalization can bring many benefits in terms of customer loyalty, response rates, differentiation from competition or persuasion.
How do you apply hyper-personalization in Marketing Automation?
You now know what hyper-personalization is, but how do you apply it in practice? With hyper-personalization, it is important to look deeper into the data and follow the lead’s journey by adding tags and labels. By linking the tag or label to actions you can segment your lead more easily. This gives you the ability to send personalized emails and offer your leads content that appeals to them. To give you a better idea of how hyper-personalization works, we will give you an example.
Someone may become a lead because, for example, he has downloaded a white paper or attended a webinar. This lead obviously needs to be followed up and nurtured. This is where marketing automation comes into play. You can collect data by giving the lead a tag or label and placing it in a workflow in which various emails are sent. You can track the activities of a lead using a marketing automation program such as ActiveCampaign, Hubspot or Pardot.
How does Leadgate help?
Now that you know the importance of hyper-personalization, you can get started with it as an IT company. After reading the blog, do you have any specific questions about hyper-personalization? Or do you have questions about personalization in marketing automation? Get in touch with us, our marketing automation team is happy to help you and tell you more about this.
