In 2018 it’s nearly impossible to catch the informed and tech-savvy consumers off guard with traditional lousy marketing. Technology has provided us with the abundance of data that broke new ground in revolutionizing customer experience.
Year of Creation
From magazines and TV to the realm of the Internet, from big and broad to small and hyper-personal advertising has changed the business-client relationships as we know them. To get a feeling of what is going on and why is it so important, let’s take a look at what happens in just 1 minute:
That’s quite a lot of information. To get any useful insights you’ll have to compile and analyze a vast amount of consumer preferences and behavioral patterns. That’s where you should consider implementing AI to get the best out of big data and customize your message.
Hyper-personalization is the next level of digital marketing with the purpose of creating long-lasting relationships via customer intelligence, real-time data, interactivity, and marketing innovation. So, in the era of information, brands need to identify the preferences of their audiences, to stand out in the overcrowded market.
To clarify the concept of hyper-personal experience let’s imagine a situation where a person is googling their symptoms, visiting medical forums, and eventually visiting a pharmacy website to look for available medications and comparing their prices.
That website would be an ideal place to target your potential consumer with a customized ad. It’s situational marketing that is centered on designing advertisements based on the customer’s behavior and needs.
Customers hate when they are distracted by the unnecessary information, it’s a fact. But they do appreciate micro-level conversations tailored to their preferences.
Check for yourself what statistics on marketing personalization says:
- 57% of consumers are okay with providing personal information on a website as long as it’s for their benefit and being used in responsible ways.
- 62% of adults under 34 are willing to share their location for more relevant content.
- 74% of online consumers get frustrated when content (e.g., offers, ads, promotions) appears that has nothing to do with their interests.
- Personalized emails improve conversion rates by 10% and click-through rates by an average of 14%.
So, one of the ways to make your website stand out among millions of others is to create a unique digital content that customers wouldn’t resist to ignore. Videos and animations are the easiest tool for grabbing the user’s attention and getting their interest.
Stay tuned for the next article on video content.