DIGITAL INTERACTIVE SERVICES

The 8-step roadmap to achieving hyper-personalization

The secret to success for any business is having happy customers. In the current digital age, customers are more aware and expect businesses to go far and beyond their expectations! Marketers need to fulfil the demands of their customers to get that competitive edge in the market. Hyper personalisation is an essential prerequisite for marketing strategies to offer a great experience for customers.

While marketers across the globe realise the significance of hyper personalisation, providing it to customers is an uphill task because of these reasons:

1. Dynamic marketplaces
2. Changing demands of consumers
3. Increased and constantly updated consumer awareness
4. Numerous suppliers
5. Competitive marketplace

Marketers need to cope with these and more challenges to develop strategies to raise awareness of their brand and attract and retain buyers. To plan effective marketing strategies, marketers need to build strategies aligned with the customer journey. Technologies such as AI help businesses create marketing strategies that offer hyper-personalisation to buyers.

Roadmap for Developing a Strategy for Hyper-personalisation

Step 1: Establish Marketing Goals

The first step to developing any strategy is to establish the goals you expect to achieve through it. Therefore, it is necessary to define what your marketing goals are.

Step 2: Define Metrics

Marketers need to define metrics against which they can measure the efficacy of their strategies. Monitoring the metrics ensures that you are on the right track to achieving your goals.

Step 3: Allocate a Budget

It is strongly recommended that you allocate a budget for building and implementing your strategy. This will keep your expenses in check and ensure that you do not go overboard with your expenses.

Step 4: Identify your Customer and Understand their Needs

To customise the buyer experience, you need to find out who your buyers are. Where do they exist? What are their interests? And other such information. Marketers need to find out as many details about their buyers as possible. Some details that will be useful for developing a marketing strategy include, the demographics of the buyers, their gender, social media platforms they are active on, the timings and duration for using social media channels, the kind of content they consume, their needs, pain points, etc.

Step 5: Competitor Analysis

Find out what strategies your competitors are using. Check out what works and does not work for them. This will enable you to create more effective marketing strategies.

Step 6: Create a Buyer Persona

It is easier to develop a personalised marketing strategy if the marketer understands the personality and emotions of the buyer. Establishing an emotional connection with the buyer goes a long way in delighting the buyer. Creating a buyer persona by attributing characteristics such as age, gender, interests, and attitudes, can help understand the buyer and build relatable strategies. There is a greater possibility of conversions if the buyer can relate to the content offered by the brand.

Step 7: Content Creation

Content creation and distribution is a vital part of the marketing strategy. The marketing strategy developed includes techniques such as search engine optimisation, social media marketing, email marketing, and more. The backbone of all these strategies is content creation. While ensuring that the content created is optimised with keywords the marketer must ascertain that it resonates with the specific needs of the buyer. Content shared by the marketer must provide relevant information to the buyer and must be customised to the buyer’s needs. Marketers must distribute content on multiple platforms such as relevant social media channels, blogs, email newsletters, etc.

Step 8: Measure

Measure the effectiveness of the marketing strategy by evaluating it against the metrics defined in step 2. This will help you assess if the strategy is helping you achieve the established goals. In case, it is not providing the desired result, you may need to tweak the marketing campaigns.

*Developing an effective marketing strategy is a tough task. However, technologies like Robotic Process Automation (RPA), Artificial Intelligence (AI), Big Data, and the Cloud simplify the process. RPA can be leveraged to automate repetitive tasks like scheduling social media posts, emails, etc. to enhance their efficiency and speed. Big data provides a repository of data that can help marketers. AI can access data and analyse it to provide insights such as details about the buyers, data analytics, etc. that help marketers build effective strategies. The forecasting abilities of Machine Learning (ML) enable marketers to build futuristic marketing plans. The cloud facilitates seamless coordination between various stakeholders. A structured marketing strategy supported by emerging technologies helps a brand achieve hyper-personalisation and delight its buyers.

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