“Send the right message, at the right time, via the right channel to the right target group” — as simple as this rule of thumb sounds, the implementation in practice is complex. Because demographic data alone is no longer enough to segment target groups in a meaningful way. Needs, channels and timings are highly fragmented today and require new approaches. The key word is hyperpersonalization.
Next level of personalization: hyperpersonalization
But what is that? We are already familiar with classic personalization: a newsletter that addresses us by first name, or product recommendations based on previous purchases. Hyperpersonalization goes a step further and combines real-time data, machine learning, and a dynamic ad set-up. The result is advertising campaigns that are tailored precisely to the individual situation of each individual user. Examples from practice:
- Is it currently bad weather in Hamburg? In line with this, ads are appearing that awaken the dream of a summer vacation in Mallorca — including remaining contingent flights from Hamburg.
- Is the next barbecue evening being planned for the circle of friends? Through hyperpersonalization, not only is the imagery tailored to a vegetarian diet, but also map integration with the nearest supermarket and the current discount campaigns on veggie products.
In this way, users experience tailor-made advertisements that meet individual preferences and needs and are relevant to their lives.
Lisa Wellnitz is an expert in data-driven marketing and customer-focused campaign strategies. Her career began at OTTO, where she was responsible for discount campaigns and helped shape the app strategy. At the digital agency dentsu, she supported Beiersdorf in digital campaigns and CRM automation, among others. Today, at adlicious, she develops tailor-made media strategies for brands, focusing on personalized, data-driven customer journeys. Her credo here:
With her know-how, Lisa shows how campaigns have a real impact, from idea to measurable performance.
Scalable thanks to dynamic ad technology
The basis for all these campaigns is a variety of user data such as behavior patterns, location, device usage as well as additional contextual data such as time of day, weather or event data. The campaign setup is then dynamic based on the live data feed: The ad template is predefined and is then filled with the appropriate claims, imagery, products and POS locations using dynamic ad technology. In this way, advertising material management can be data-based and automated. There are almost no limits to the creative possibilities for implementation.
Without dynamic ad technology, such a campaign structure would have required a great deal of effort in the past and could only have been implemented to a limited extent, as all variants of the advertising material must be manually designed and entered into the system. This can be implemented much more efficiently through machine learning and the appropriate technology, and the campaign can be scaled in any number of variants.
Hyperpersonalization for more emotional connection
A look at the figures shows that the effort is worthwhile: According to McKinsey, this reduces customer acquisition costs by up to 50% through hyperpersonalization, while increasing sales by 5-15% and improving marketing ROI by 10-30%. When customers feel understood and valued, their willingness to identify with a brand, buy repeatedly and build long-term loyalty grows. This emotional connection not only leads to higher satisfaction, but also gives companies a clear competitive advantage. It attracts customers in particular to those brands that consistently focus on their individual wishes and needs. In short, hyperpersonalization is a win-win situation for everyone involved.
Conclusion: Use technology and stay relevant
In the next few years, hyperpersonalization could become one of the most important differentiating factors in digital marketing in order to stand out from the mass of advertising messages. AI and dynamic ad technologies make this type of campaign cost-effective even for small and medium-sized companies.
Sounds exciting? adlicious helps you successfully integrate hyperpersonalization into your marketing strategy. Please contact us for individual advice.
