Hyper dynamic personalization, what is it?

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Do you know the frustration of receiving irrelevant ads? We do too. In fact, 75% of online shoppers say they feel the same way. Websites that generate irrelevant content are more likely to drive visitors to other sites because today’s customers expect more than relevant ads; in fact, they want personalized experiences, whether online or in-store. One way to serve up these personalized experiences is through a hyper dynamic personalization strategy. Do you know what it is? We’ll tell you about it below.

In this post we will address the following issues:

1. Definition of Hyper dynamic personalization

2. Benefits of Hyper dynamic personalization

3. The value of context

4. Traditional Personalization vs Hyperpersonalization

5. Creating a hyper-personalized framework

6. Brands that capitalize on hyperpersonalization

7. Conclusions

Definition of Hyper dynamic personalization
Hyperpersonalization, also known as one-to-one marketing, is a traditional form of personalization. Using real-time data and artificial intelligence (AI), hyperpersonalizations show your customers specially selected content, products, and services with a high level of granularity, at scale, and often in an automated manner.

The ultimate goal is to treat website visitors as unique individuals, clinical nurse specialist email database with personalized and contextual messages for each. Having a thorough understanding of the company’s products and consumers, plus the right data, technology, and resources for implementation, is essential to formulating a purpose-built plan.

Benefits of Hyper dynamic personalization
Using hyper dynamic personalization has many advantages. First, it removes obstacles in the sales funnel that can complicate the customer's purchasing experience, which decreases the effort customers have to make to get what they want.

Second, it prevents customers from feeling overwhelmed with a huge selection. 39% of customers buy products from competing companies when they feel overloaded by product choices. Hyperpersonalization can prevent choice overload by only displaying items, based in many cases on product recommendation algorithms, that are timely for the customer.

Lastly, it can be an effective way for your brand to quickly attract and retain customer attention by recognizing their pain points and saving them time by offering better solutions.

Different types of personalization can also provide these benefits, but hyperpersonalization aims to achieve a level of granularity, specificity, and scale that typically only comes with advanced automation and the necessary data and customer insights.

The value of context
Context makes sense of hyper-personalized customer experiences. You can’t have one without the other. A tailored plan could interpret contextual data, such as the type of device used. But device location, high-activity times, and even the customer’s job are all examples of the kind of context needed for an effective plan. Plus, real-time information, such as price points and past interactions with your brand, further augment hyper-personalized experiences.

Traditional Personalization vs Hyperpersonalization
With traditional personalization strategies, the focus often falls on personal and transactional data such as customer name, company, and purchase history. A typical example of conventional personalization is the use of names in the subject line of emails or newsletters.

Hyperdynamic personalization interprets customer intent at a more granular level, using methods like AI, machine learning, and IoT-enabled devices. These tools enable businesses to deliver relevant suggestions and experiences to users at scale. For example, only send push notifications at times when users are actively using their phone or your company’s app.

In the past, a brand might promote summer clothing to those who bought related products last season. But it can take that traditional method of personalization a step further by advertising the same items with ads based on the location, time, date, and payment method of the purchase.